On May 4, 2016, the General Data Protection Regulation (GDPR) was presented and it entered into force a little over a month later. As of May 25, 2018, the GDPR will be enforced and the regulation will replace the Personal Data Protection Act (PDPA). Companies will have had sufficient time to take GDPR-related measures for their business operations. The GDPR measures apply to the entire European Union. The GDPR has two important consequences:
• Strengthening and expanding the privacy rights of those involved
• More responsibilities for organizations
What does the GDPR mean for email marketing?
The GDPR deals with the protection of personal data. Personal data is information that can directly or indirectly identify you as a person. The word 'email' does not appear in the GDPR on its own. The laws and regulations concerning email marketing have been well regulated in the Netherlands for years, by the Dutch Telecommunications Act. The GDPR has nothing to do with that. However, as a marketer who applies email marketing, you do process personal data. At the very least, you collect email addresses and probably also other personal data. And the GDPR does apply to this data. Moreover, the GDPR states that any operation which is performed on personal data is considered 'processing'. Even deleting personal data is considered processing.
Show that you are GDPR compliant
It must be clear how you implemented the GDPR measures in your business operations, including your email marketing activities. That is why you can find the Privacy tab under Account settings in your Spotler account. You will find any information and any measures you need to take with regard to GDPR here.
This way, Spotler helps you to become GDPR compliant for email marketing. On the following pages you can read more about the different tabs within the Privacy tab:
- Processor agreement
- Data Protection Officer
- Personal Data
- Privacy rights
Please note: If you also process personal data through other systems (CRM, HRM, administration, e-commerce platform), you must also take the necessary GDPR measures for these systems.
|How does the GDPR affect the opt-in procedure?
The GDPR does not concern opt-ins for sending (commercial) emails. This falls under the Dutch Telecommunications Act, which has been in force since 2009 and is still maintained.
May I still email by database after May 25, 2018?