Mark Gracey's slides from the dmsso17 workshop day

1. Data rights and privacy:
what the GDPR means for your marketing
Mark Gracey
mark@flavourfy.co.uk

2. Welcome
https://flavourfydigital.co.uk - https://digitalcompliancehub.co.uk
Mark Gracey
Founder, Flavourfy Digital & Digital Compliance Hub

3. What’s GDPR &
what does it
mean for
marketing?
Do I need
to worry
about it?
What do I
do to
comply?
GDPR Compliance

4. About Data Protection

5. Key Data Protection Definitions
https://flavourfydigital.co.uk - https://digitalcompliancehub.co.uk
Personal
Data
Processing
Data
Subject
Data
Controller
Data
Processor

6. The Principles of Data Protection
https://flavourfydigital.co.uk - https://digitalcompliancehub.co.uk
Lawful, fair &
transparent
Specific purpose
Relevant Accurate
Retention
Individuals'
rights
Security
International
transfer

7. Lawfulness of processing
https://flavourfydigital.co.uk - https://digitalcompliancehub.co.uk
Data Subject has given consent
Required for performance of a contract
Legal obligation
To protect interests of the Data Subject
In the public interest
Legitimate interests of the Data Controller

8. The GDPR

9. GDPR: What’s changing?
https://flavourfydigital.co.uk - https://digitalcompliancehub.co.uk
GDPRScope
Definition
Children
Consent
Rights Accountability
By Design
DPOs
Breaches
Fines

10. GDPR & Marketing

11. Marketing compliance in the UK
https://flavourfydigital.co.uk - https://digitalcompliancehub.co.uk
Data Protection
• lawful basis for
processing
Privacy Regs
• marketing rules
Marketing
Compliance

12. GDPR challenges for marketing
https://flavourfydigital.co.uk - https://digitalcompliancehub.co.uk
Consent
Third Party Data
Legacy Data
Ongoing Management

13. GDPR challenges
Consent
Consent of a data subject is defined in the GDPR as “any freely given, specific, informed
and unambiguous indication of the data subject’s wishes by which he or she, by a
statement or by a clear affirmative action, signifies agreement to the processing of
personal data relating to him or her;“.
Clear
messaging
Positive
opt-in
Consent
without
detriment
Data
sharing
Consent
withdrawal
Recording
GDPR challenges for marketing
https://flavourfydigital.co.uk - https://digitalcompliancehub.co.uk

14. Third Party Data
Carry out due
diligence on
provider and
source
Appropriate
consent and
proof?
Record your
approach and
findings
GDPR challenges for marketing
https://flavourfydigital.co.uk - https://digitalcompliancehub.co.uk

15. https://flavourfydigital.co.uk - https://digitalcompliancehub.co.uk
Legacy Data
Does your
data meet
the new
GDPR
consent
rules?
Can you
lawfully re-
verify
consent?
An
opportunity
to refresh
your data?
Record your
approach
and
findings
GDPR challenges for marketing
https://flavourfydigital.co.uk - https://digitalcompliancehub.co.uk

16. GDPR challenges
Ongoing Management
Regular
data quality
& consent
refresh
Make it easy
for consent
withdrawal
Act on
withdrawal
of consent
immediately
&
remember
Document
your
approach
Make sure
your team
are trained
in the ways
of the GDPR
GDPR challenges for marketing
https://flavourfydigital.co.uk - https://digitalcompliancehub.co.uk

17. Sole
traders,
partners
•Treated as personal data
•GDPR rules apply
Individuals
in business
•Treated as personal data
•PECR rules apply to
marketing
•needs to be relevant
•provide opt-out
Generic
business
data
•GDPR doesn't apply
•PECR rules apply to
marketing
•provide opt-out
Business
data
GDPR & B2B
https://flavourfydigital.co.uk - https://digitalcompliancehub.co.uk

18. Business
data
Data Protection Act
•Contractual relationship with
controller
•All responsibility lies with
controller
GDPR
•Controller’s due diligence
requirements
•Wider contractual relationship
with controllers
•Recording of processing
•Reporting of breaches to
controller
•Joint responsibility & processor’s
own liability
What if you’re a processor?
https://flavourfydigital.co.uk - https://digitalcompliancehub.co.uk

19. Data Protection Compliance

20. Prepare
• Know the
GDPR
• Get senior
buy-in
• Set up a
working
group
Audit
• Data
• Systems
• Policies
Analyse
• The state of
your data
• Policy
updates
• System
changes
Deliver
• Action plan
• Employee
training
Manage
• Ongoing
compliance
• Keep up to
date
Preparing for the GDPR
https://flavourfydigital.co.uk - https://digitalcompliancehub.co.uk

21. Security
Training
Policies
Review
User
Rights
Effectively managing
your GDPR compliance
will not only protect
your business but will
instill trust and
confidence in your
customers and future
customers
Managing compliance
https://flavourfydigital.co.uk - https://digitalcompliancehub.co.uk

22. ePrivacy
Regulations
Data
Protection
Bill
ICO Consent
Guidance
Marketing
Compliance
2018 &
Beyond
A29WP
Consent
Guidance
EnforcementBrexit
But… what else?
https://flavourfydigital.co.uk - https://digitalcompliancehub.co.uk

23. Getting compliance right
https://flavourfydigital.co.uk - https://digitalcompliancehub.co.uk
Appoint someone to take responsibility and act as a single point of contact
Audit your data, systems and policies
Document your approach to data protection & put policies in place
Provide internal documentation and guidance
Train your staff
Maintain your compliance & keep up to date

24. Data Protection
& GDPR
Privacy &
Marketing
Web, Data &
Cyber Security
Info, guidance, toolkits, advice, support & training
20% off! Use code dmsso17 before 30th November
https://digitalcompliancehub.co.uk
Digital Compliance Hub – managing your compliance
https://flavourfydigital.co.uk - https://digitalcompliancehub.co.uk

25. Compliance
Audits
Management
Consultancy &
Advice
Training
Digital Compliance Hub
mark@flavourfy.co.uk
https://flavourfydigital.co.uk
Flavourfy Digital Consultancy
https://flavourfydigital.co.uk - https://digitalcompliancehub.co.uk

26. ?
Mark Gracey
mark@flavourfy.co.uk
https://flavourfydigital.co.uk
https://digitalcompliancehub.co.uk
Question Mark