BIMA Breakfast Briefing | GDPR & Why People Say YES to Marketing
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Transcript of BIMA Breakfast Briefing | GDPR & Why People Say YES to Marketing
BIMA Breakfast BriefingGDPR & Why People Say YES to Marketing
@BIMA #BIMAGDPRUsername: LoftPassword: ivyclub1
BIMA Patron Members
BIMA Partners
Paul StephenCEO at Sagittarius
@paulrstephen
MODERATOR
Chris CombemaleCEO, DMA Group
@chriscomb
SPEAKER
Sue EustaceDirector of Public Affairs, Advertising Association
@ad_association
SPEAKER
Sue Eustace Director of Public Affairs
Industry best practice principles – data and privacy
1. Be responsible and accountable • Use people’s personal data fairly• Be accountable for how the organisation uses personal data • Promote the responsible use of personal data in your organisation
Industry best practice principles – data and privacy
2. Treat personal data with care and integrity • Take all reasonable steps to keep people’s personal data secure • Do not keep it for longer than necessary
Industry best practice principles – data and privacy
3. Respect people’s choice • Get consent for someone’s personal data • Explain simply and clearly how the person’s data will be used • Ask the person for their marketing preferences • Provide easy ways to contact the organisation
Industry best practice principles – data and privacy
4. Be honest and fair • Be clear, open and transparent• Never target anyone irresponsibly
Industry best practice principles – data and privacy
5. Respect people’s privacy • Respect people’s right to privacy • Ensure anyone can easily opt out
Robert BelgraveCEO, Wirehive
@RobertBelgrave
SPEAKER
ROBERT BELGRAVE
Hosting Security 101
WELCOME TO THE INTERNET
I WILL BE YOUR GUIDE
@RobertBelgravewww.wirehive.com
Sebastien De CockTechnology Partner, DigitasLBi
@digitasLBi_UK
SPEAKER
GDPR is coming
GDPR
BrandsAudiences Partners
GDPR is coming
GDPR
?Serious Complex Uncertain
Brands
In Privacy and Protection we Trust
Audiences Partners
€ £ $ € £ $
Brands
In Privacy and Protection we Trust
Audiences Partners
Brands
In Privacy and Protection we Trust
Audiences Partners
? ?
Brands
In Privacy and Protection we Trust
Audiences Partners
✔✔
Brands
In Privacy and Protection we Trust
Audiences Partners
✔✔
€ £ $ € £ $
In Privacy and Protection we Must Comply
CMO CPOCEO
CSOCOO
CIO
CTO
In Privacy and Protection we Must Comply
CMO CPOCEO
CSOCOO
CIO
CTOAudit
Compliance
In Privacy and Protection we Must Comply
CMO CPOCEO
CSOCOO
CIO
CTO
GlobalRegional
Local
Media
PartnersAnalysts
Vendors
Agencies
Advertisers
Audit
Compliance
In Privacy and Protection we Must Invest
ERPCRM
…
Data & Technology
Marketing Clouds Storage &
Processing Clouds
xDM
Assess
Plan
EnhanceComply
In Privacy By Design we Aspire
RISKSCOSTS
In Privacy By Design we Aspire
In Privacy By Design we Aspire
TRUST &CONTROL
Lawyer up
Duncan SmithPrincipal Trainer, iCompli
@icompli
SPEAKER
Copyright iCompli Ltd 2016
FINAL
Real world problems from GDPR Audits
How can we best guide the industry?
GDPR Audits: Lessons from the coal face
Copyright iCompli Ltd 2016
FINAL
Uncertaininty
Global Privacy Laws
General Data Protection Regulation
EU Directives
2002/58/ECDirective on Privacy and Electronic
Communications
Privacy and Electronic
Communications Regulations (as amended) 2003
95/46/ECData Protection
Directive
The Data Protection Act
1998
33/31/ECE-Commerce
Directive
The Electronic Commerce (EC
Directive) Regulations 2002
X?
Changes!! B2B opt-out or
in?
Copyright iCompli Ltd 2016
FINAL
PROFILING: ‘Firstcarquote’ stumbles
Photo credit: Huffington Post
Copyright iCompli Ltd 2016
FINAL
Devil in the detail! (Recital 71) The data subject should have the right not to be subject to a
decision, which may include .. evaluating personal aspects relating to him or her which is based solely on automated processing and which produces legal effects .. without any human intervention.
Such processing includes ‘profiling’ .. automated processing of personal data evaluating the personal aspects .. , in particular to analyse or predict aspects concerning the data subject's .. economic situation, health, personal preferences or interests, reliability or behaviour.
Copyright iCompli Ltd 2016
FINAL
Lawful MUST pass one of SIX tests
Consent for specific purposesController’s legitimate interestsContractual necessityController bound by legal obligationProtect vital interestsPublic interest, official duty
Copyright iCompli Ltd 2016
FINAL
Consent un-bundling
If consent is given in the context of a written declaration which also concerns other matters, the request for consent shall be presented; in a manner which is clearly distinguishable from the
other matters, in an intelligible and easily accessible form, using clear and plain language.
Copyright iCompli Ltd 2016
FINAL
Consent un-bundling #2
When assessing whether consent is freely given, utmost account shall be taken of whether, inter alia, the performance of a contract .. is conditional on
consent to the processing of personal data that is not necessary for the performance of that contract.
Copyright iCompli Ltd 2016
FINAL
Copyright iCompli Ltd 2016
FINAL
Do I have to re-consent? (Recital 171)
Processing already under way on the date of application of this Regulation should be brought into conformity with this Regulation within the period of two years after which this Regulation enters into force i.e. 25th May 2018.
Where processing is based on consent pursuant to Directive 95/46/EC, it is not necessary for the data subject to give his or her consent again if the manner in which the consent has been given is in line with the conditions of this Regulation..
Copyright iCompli Ltd 2016
FINAL
Legitimate interest
The Articles say I can process on the basis of legitimate interest
The recitals say direct marketing is a legitimate interest
When can I use this?
Direct Marketing
Fundamental rights
and freedoms
Copyright iCompli Ltd 2016
FINAL
About your speaker and iCompli®
iCompli® Limited
Duncan SmithMain: 0844 88 44 235email: [email protected]: www.icompli.co.ukTwitter: @icompli
GDPR change programs
In-company training
‘Keynote’ speaker
BIMA Breakfast BriefingGDPR & Why People Say YES to Marketing
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