GDPR (General Data Protection Regulation) is EU legislation governing how businesses collect, store, and use personal data. It significantly impacts digital marketing practices.

Key GDPR Principles

  • Lawful basis required for data processing
  • Clear consent must be freely given
  • Users can request data deletion
  • Data breaches must be reported
  • Significant fines for non-compliance

Marketing Implications

View Marketing Impacts

Cookie Consent: Users must opt-in to tracking cookies
Email Marketing: Need explicit consent or legitimate interest
Data Collection: Only collect what you genuinely need
Retention: Cannot keep data indefinitely
Third Parties: Responsible for processors you use

Practical Steps

  • Cookie consent banner that blocks tracking until accepted
  • Clear privacy policy
  • Double opt-in for email (recommended)
  • Easy unsubscribe process
  • Data processing agreements with vendors

Post-Brexit UK

UK has its own version (UK GDPR) which is largely identical. If you have EU customers, you need to comply with EU GDPR regardless of where you are based.