Impact of GDPR on Marketing
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What are the core principles of GDPR?
What does GDPR mean for your marketing practices even if your business is headquartered here in the United States?
What concerns you most about meeting the standards of GDPR and The California Privacy Act, even if your business/organization is not in Europe or in California, and why?
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Solution Summary
The manner in which GDPR affects marketing is discussed in a structured manner in this response. The related references are also provided.
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Core principles of GDPR:
The main principle is that unless an individual has given informed consent for a specific purpose, personal data cannot be processed. Article 6 of GDPR gives the exceptions when data can be processed. The regulation calls it lawful purposes. There are six legal purposes including the situations where the individual has given consent to the processing, there is a contractual requirement with the individual that requires processing, and to comply with the data possessor's (data controller's) legal requirements. The other three legal exceptions are that data may be processed to protect the individual's vital interests, to do a task in the public interest, or for legitimate interests of data possessor (controller), or third party unless these are overridden by the interests of the individual to whom the data belongs. According to Article 7 and Article 4, the consent received for data processing must be specific, clear-cut, plainly-worded, and given freely by the individual to whom the data belongs (Parlov, N., Sičaja, Ž., & Katulić, T. 2018). The regulation is very clear that a computerized form where the individual gives consent by default is not lawful ...
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- BSc , University of Calcutta
- MBA, Eastern Institute for Integrated Learning in Management
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