Stricter regulations for collecting consent
With the new regulation in place, businesses will only be allowed to send email to people who’ve opted-in to receive emails.
GDPR mentions that the consent must be clearly obtained by checking a box on a website, which includes a statement that clearly indicates consent.
The recipient must be provided with sufficient information on how their data will be used and most importantly for what reason it is intended to be used. The recipient should be given the opportunity to object to any of the reasons.
Many practices that are currently in place won’t be compliant under GDPR. If the business has obtained the information from a sale or from downloading a whitepaper, the use of this data will not be legal. Many practices that marketers previously used to grow their database won’t be compliant under GDPR.
New requirements for consent record keeping
Under the GDPR, you will need to provide proof and show reasonable evidence that you have complied with the GDPR if you are asked.
Storing consent forms is something that has never been done before, but in the future, all forms will have to be presented if requested.
What if you don’t stick to the rules?
Non-compliance with GDPR can lead to fines of up to €20 Million or 4% of a company’s annual turnover (whichever is higher).