Process personal data on a lawful basis

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 29, 2021, 1:22 PM GMT+0

A serious GDPR breach can result in fines up to the greater of 20 million Euros.

The General Data Protection Regulation (GDPR) requires companies collecting consumer data in Europe to protect consumers’ privacy. Because most B2B brands use personal data to target consumers, organisations must adhere to Article 6 of the GDPR. This requires companies to have a "lawful basis" for processing personal data.

Consumer consent, processing data related to the company contract, and following all legalities are some of the ways brands can establish a lawful basis. While terms like "Contract," "Legal obligation," "Vital interests," and "Public task" may not give a legal basis for cold outreach, “Legitimate interests” do.

Companies can reach clients in different industries based on similarities with their existing customers to establish a legitimate interest. Businesses should audit emails, evaluate data policies, update privacy statements, to comply with GDPR.

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