GDPR Q&A

This blogpost was created based on the mostly asked questions on our GDPR webinars. Read more about GDPR from our previous blogposts: GDPR from the view of B2B-marketeer.



1. Is a permission needed if sending B2B-marketing content to persons work email?

Short answer: No it’s not needed. The services promoted in the email need to have something to do with person’s job title or responsibilities.

One of GDPR’s principles is the indicated obligation. Companies have the right to send information about their products to people working with a field that has something to do with their product. When handling peronal data it’s important to follow all the settings of the regulation. Also following the rules of quality email marketing is very important.


2. Is it still allowed to buy and sell B2B-decision makers contact details for the marketing register?

Short answer: Yes it is. Outsourcing is an efficient way to keep the information of marketing register up to date, which is one of the settings in GDPR.

For example when us at Vine pass on the decision maker information from Suomen Asiakastieto to our customers, we are the middle hand in the situation. Customers who use the information are register keepers and responsible for the use of data. Also Suomen Asiakastieto is a register keeper, who takes care of the rightfulness of the information they sell.


3. Do I need to have a consent from everyone I want to send marketing emails to?

Short answer: Separate consents don’t need to be collected. “Indicated obligation” and ”contract” (for example customership) are also potential grounds for the usage of personal data.

If a consent is chosen for the grounds of the use of data, register keeper also needs to indicate the consent. The consent must be asked separate from other things in an understandable form. It’s possible to cancel the consent when ever and also this possibility needs to be informed about. The consent is not allowed to be a term for the use of service.

 

4. How to execute the right to be forgotten in real life? How to delete the information and data in a way that it doesn’t come back from another source?

Short answer: Convention becomes clear later on..

”The right to be forgotten” is one of the things about GDPR that awakens a lot of questions. The idea is that that everyone is able to have a say in the use of their own personal information. In B2B-marketing the personal details are mostly contact informations and forgetting often means unsubscribing the mailing list.

 

5. What needs to be taken in to account with the customer register? Does there need to be changes done in the marketing register?

Short answer: See the personal detal handling as a wholeness instead of just the register.

Registers where the information is been stored, are just one part of the personal data handling. To see the big picture it’s important to understand why the information has been collected in the first place and who is the one handling it. Also the rights of the register need to be taken cared of: right of a understandable and visible information, right to see and change the information if needed and also the right to object the usage of the data handling.

Outsourced, GDPR-compatible service lets you off from a lot of worries.

 

Matti Kaasalainen

Kirjoittaja on Vinen toimitusjohtaja ja asiakastyön ammattilainen, jonka elämäntehtävä on asiakasymmärryksen lisääminen.

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