European Union’s General Data Protection Regulation (GDPR) is coming into effect this month. Most brands are preparing for the new law and are also anxious about it.

Econsultancy’s Parry Malm has shared some useful insights for the GDPR.

Malm says, “U’s impending General Data Protection Regulation (GDPR) legislation is actually a good thing, even if we may not all understand exactly how just yet.

Here’s why:

GDPR is a good thing for consumers

The fact is, people have been giving away their personal data for free, unwittingly and ignorantly, for years.

Even those consumers who understood that their data was being collected by the companies and brands they were interacting with (which, btw, is a very small percentage) had very little understanding of why anyone would want their data in the first place, let alone what their data was being used for.

And in a world where consumers don’t know or understand how their data is being used, can anyone really give “consent”?

The days of living in a fantasy land where we all pretend that consent consists of requiring a consumer to click a box indicating that they’ve “read and understood” a lengthy, opaque “terms and conditions” document as part of a relatively small digital transaction, doing whatever brands want with consumer’s data – for an indefinite period of time – are over”.

GDPR and email marketing: Everything’s gonna be all right


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