With just a little over four months to go, the GDPR is coming into force 25th May 2018. It will be here before you know it so now is the time to really ensure that you are prepared.
What is GDPR?
GDPR stands for General Data Protection Regulations and will come into effect across the entire EU in May 2018. Brexit will not affect the new regulations application in the UK as the UK will still be members at this time. The GDPR will replace the Data Protection Act 1998.
The new regulations are intended to give greater rights to EU citizens when it comes to their data privacy. It will affect such things as storing and processing data, marketing and online behaviour by organisations.
What it means for SMS
For marketers, it means that organisations will mostly need explicit consent to contact consumers/clients/prospects in their direct marketing via SMS.
This means that you will need a “hard” opt-in when collecting customer data, where a person has to actively agree to receiving communications. Pre-filled tick boxes cannot be used and channels should be granular so that, for example, the person can opt-in to SMS but choose to not opt-in to email.
For current data, we would recommend re-permissioning your contacts via SMS. This can be done by sending a Web SMS and using a keyword as a call to action. If the person responds with the keyword, you can set up an action to automatically add this number to a new, fully opted-in contact list. Although this may reduce the amount of contacts you have consent from, it will mean that those contacts that have actively opted-in are definitely interested in your product or service which means that you will see a much higher ROI going forward.
How has VoodooSMS become compliant?
We have re-permissioned our database via SMS in Q1 last year and going forward have included a hard opt-in on our sign up process to ensure we only message those that want to be contacted. Your marketing preferences can be found in your account under the “Account” tab and can be amended. You will notice that these preferences are granular.
How we can help?
Although by no means a legal team, we’ve done our best to keep on top of updates and advice from the ICO and the DMA. If you would like an informal chat about the new regulations, please give us a call on 01484 599 311.
Disclaimer: This information provided here is for guidance only and does not constitute legal advice. If you require legal advice please contact a solicitor or certified adviser.