GDPR stands for General Data Protection Regulation. It is a regulation in EU law on data protection and privacy. It affects the data collected and stored by websites of website visitors.
GDPR compliance will benefit businesses
The GDPR allows website visitors to trust businesses more. Your customers will know what data of theirs is collected and how it will be used. It will improve email engagement by allowing people who are interested in and who choose to opt-in to your email will receive your content. The more strict regulation on the use of personal data for marketing and advertising will help consumers to have a better experience while visiting websites. This will benefit all businesses that do online marketing.
How GDPR compliance will benefit consumers
Consumers will be able to opt for more privacy. Businesses are required to collect and process only personal data that are necessary for each specific purpose. They are also required to implement measures to protect personal data.
With these additional rules, there will likely be fewer data breaches. Consumers will also have more control over their shopping experiences. They will be able to decide upfront whether they want to receive marketing emails from businesses or whether they want their website behavior to be tracked for analytics and advertising purposes.
If you want to track your customers’ behavior or use their data for advertising, you have to obtain an opt-in consent from your customers.
Here are a few key points to know:
- Your customers must be given a free and genuine choice to accept or reject (and be allowed to easily withdraw their consent).
- You must state what data will be collected and how it will be used. The request for consent has to be in clear and plain language. Inactivity also doesn’t constitute consent.
- Your customers have to take an action. (E.g. pre-tick boxes for consent are not allowed.)
Because GDPR comes into effect on May 25, you will want to prepare your website before the changes take place.
For websites that don’t do business or have visitors from the EU, this is not as much of a concern. For companies that do business with customers in the EU, GDPR compliance is a must. Failure to comply with the GDPR can result in significant fines — up to 4% of global annual revenue for certain violations.
In addition, starting on May 25, Google will start expiring/removing data that is older than 26 months.