European Union

Mike Ferranti is the founder and CEO at Endai Worldwide in New York City. In this blog, he plans to offer ideas and perspective that energize, stimulate and motivate performance through the lens of his nearly 20 years of data, technology and marketing experience. Mike draws upon the logical, cultural and subject matter expertise in digital and data-driven marketing—with an occasional parallel between business performance and athletic performance.
Heather Fletcher is senior content editor with Target Marketing.

GDPR complaints at first blush seemed to have been brought by those with an axe to grind. But now that the data privacy law’s been in place for a bit, there’s a pattern emerging in the 1,838 GDPR complaints; the 1,106 additional data protection complaints since May 25 from the U.K. alone, which might also be filed under a pre-existing law; and the 547 data breach notifications filed in Ireland.

GDPR takes up a lot of bandwidth in marketers’ minds right now — and justifiably so, as at least 1,838 data privacy complaints are already on the books in the E.U. But news yesterday that the E.U. fined Google $5 billion for allegedly violating antitrust laws in mobile searches shows marketers have more to pay attention to in the data privacy and anti-trust back-and-forth between the E.U. and U.S. tech companies.

Now that we've lived with the General Data Protection Regulation for almost two months, it's time to look at the next step: post-GDPR email list growth and making sure your opt-in procedure passes muster with this and other laws governing email, data, transparency and privacy.

The gist of the California law protecting customer data privacy looks a lot like the European Union’s enacted General Data Protection Regulation. That the effective date of the Consumer Privacy Act isn’t until January 2020 is small compensation to marketers who are concerned that state after state will enact its own version of the legislation by then.

I refuse to jump on the privacy “scandal” bandwagon. It is rough listening in this week to certain lawmakers fail to recognize the absolute benefits accrued by consumers through the responsible collection and use of data for commerce, advertising and innovation. Yes, data handling requires stewardship — but that doesn’t mean “data” in and of itself — constitutes anything close to being a harm that needs to be regulate.

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 will be 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 we created a guide for marketers on GDPR compliance.

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