A Guide to GDPR Compliance for Marketers: What Is GDPR and How to Avoid Fines
GDP what? That question sums up the main problem American marketers are having with the European Union’s privacy regulations. They don’t understand it and many of them don’t even think it applies to them. But now, all — every single one — of the European Union’s citizens are protected by General Data Protection Regulation (GDPR), whether they’re in Europe or not. And whether the businesses they patronize are in Europe or not. So Target Marketing created a guide for marketers on GDPR compliance.
That’s why U.S.-based hotels, e-commerce companies and more should be prepared for GDPR. But as of March 14, 2018, half to two-thirds of them — and all other brands around the world — were not, said a representative of the Irish government.
“Many don’t realize how GDPR is going to apply to them,” said Shane Nolan, SVP of technology, consumer and business services at the Investment Development Agency (IDA) Ireland, an Irish government agency. “The scenarios are like that e-commerce company, where they’re not actually marketing in Europe, but they’re picking up business from EU customers, and shifting to Europe. They have EU citizen data on their systems. All of GDPR applies to them as a result.”
So what’s an American marketer to do in order to comply with GDPR? Here’s a quick GDPR overview, and advice from Nolan and others familiar with the requirements on how to get your brand in compliance.
Marketers downloading this article will learn that not complying will involve hefty GDPR fines, that they must review their data for GDPR discovery and that they must have mechanisms in place for GDPR’s required 72-hour data breach reporting window. Also, marketers will find a handy GDPR compliance checklist included in the article.
Related story: Don’t Think GDPR Will Impact You? Think Again