- The European Union will start enforcing
new privacy laws in May.
Are you ready for them?
Do they even affect you?
And will it change the way we do our data-driven marketing?
Let's find out.
(upbeat, energetic music)
Hey there, and welcome back to another video
of measureschool.com, teaching you the data-driven way
of digital way of marketing.
My name is Julian and by now you probably heard
of the new data protection rules
of the European Union, also know as GDPR.
They reformed the way we gather, store,
and process personal data, like about your customers,
or how we can use this data for marketing purposes.
Now, you're probably just like me,
and privacy and the law are not your strong suit,
so I wanted to break these new regulations down for you.
And I've gotten some help on this video
from James Chiodo, who is a Privacy Professional,
and he helped me put all the information together,
answered a lot of my questions,
and overall, really helped me to put this video together.
You can find more out about him on disclaimertemplate.com
where he also helps, especially website owners
or app owners to get ready for these new regulations.
Now, I know you got tons of questions,
but let's get into the most important ones first,
and then take it from there.
First up, what exactly is GDPR?
Well, the general data and privacy protection regulations
are new sets of rules that are laid out
by the European Commission to protect personal data
of European citizens.
It is really the biggest reform of privacy law we have seen
since the inception of the internet.
The last times there were really revised were 20 years ago,
so obviously there has been a lot of changes over the years
in terms of the technology and the capabilities
that we now have to use personal information.
Just think about remarketing, or email marketing,
or marketing automation.
We as marketers use this personal data
that can be connected to an actual person every day.
And that's really what the European Commission wants
to protect and really clear up
from a responsibility standpoint.
Now, it's important to understand that the GDPR
is not a clear-cut do-or-don't list.
It's more of a framework written down in a very legal jargon
which still needs to be interpreted by the parties
involved and also, probably by the courts later on
in lawsuits that will come of it,
if one or the other company is violating these rules.
But just as a little scare it is important to know
that these rules will be start to be enforced
by the end of May.
So, do these regulations apply to you?
Well, most likely, the answer is yes.
If you have a mobile website or an app,
that is accessible to Europeans
or you have European customers,
you will most likely need to comply with the new GDPR rules.
Now, you might ask yourself,
"Why? My business is not based in the Europe.
"They can't enforce that in my country,
"so why should I care about this?"
But remember, these rules don't just affect small websites,
or small business owners, they also affect businesses
that process and store personal data on your behalf.
Companies like Amazon, Facebook, or Google,
do have subsidiaries in European countries,
so they might very well be penalized
and deceptable to these new fines.
So, as these companies want to play by the rules,
they will hand down and pass down some of these regulations
probably to you because they also need to make sure
that you are handling this data responsibly.
And you've probably already received emails from Facebook
or AdWords on how they are changing their systems
and making sure they comply with the GDPR.
So, only if you are really shielded off
from all European customers,
I really think that you should start thinking
about how you can prepare for the upcoming changes in GDPR.
And it's also important to note that Europe
has traditionally been a strong role model
for wider affects of privacy laws and regulations,
so if you comply with them,
you'll be on the safe side, really, and future-proof.
So, what changes with GDPR?
Without getting too much into the nitty-gritty
of the exact rules, I would sum it out in one word,
and this is about responsibility.
Previously, it was never really clear
who was responsible for personal data
that was held and processed by companies,
and therefore, nobody really felt accountable
in recent terms, for violating anything
in privacy laws.
Just think about the scandal that is now happening
with Cambridge Analytica or Facebook,
who's really responsible here
and what do they need to change?
With the GDPR, this clearly now is a responsibility
and this has shifted towards the companies
that hold and process that data.
Now with that, the ones who are giving up the data,
you and me signing up for a service for example,
we get certain rights and these really empower us
to have more transparency in the company,
and ask the company for our private information
and how it's being used.
This goes from how the data's actually gathered,
over the processing of the data,
and then storing the information.
Now as an example, commonly you asked users
to give up personal information on forms on your website.
That might be because you want them to sign up
to your newsletter, or other product from you.
Even before he clicks that sign up button,
you need to inform him of why you are using
that information, and how you are planning to process it,
and use it later on.
Then you need to get explicit permission,
also called consent, to save, use,
and process that data going forward.
And then, once the user clicks on that sign up button
and he agrees to your terms,
then you probably are not saving it somewhere
in your computer but rather on a service,
and there's also a way you probably give the data to,
to process that data and do further marketing with it.
Now, it's important to understand
that you also carry the responsibility
for those services to be using
that personal data on your behalf,
so you need to make sure they also
are complying with the rules and regulations of that data.
And that's all important because at any time,
your users should be able to ask you for that information.
What do you have on them?
How is it being used?
How it's being process?
And potentially, also, that it should be
changed, exported, or deleted.
So, a quite a few processes that would be implemented
into a company in order to comply with these regulations
when somebody sends an email
and wants to have all the data that you have on them.
Now, this obviously, probably brings in more questions
for you and how you can specifically put this
into place in your business and become GDPR compliant.
Unfortunately, like I said at the beginning,
GDPR is not a clear-cut, do-or-don't rule list
that you can just apply.
It really depends on your business, how big you are,
what data you gather, how you process that data,
and a host of other factors to become GDPR compliant.
So, now our next video on GDPR,
I will let you know the specific steps
that I actually took in order to become GDPR compliant
with my website, and things that you might need
to take care of if you want to make this change for yourself
and be up-to-date with the newest rules and regulations.
So, stay tuned to see that video.
Now, thanks again to James Chiodo
who helped me out putting this video together,
and you can check out more information about GDPR
on his website at disclaimertemplate.com.
I will link up his website down below as well.
And if you have any more questions,
please leave them in the comments below
because I will try to answer them in our next video.
And if you haven't yet,
then consider subscribing right over there
because we'll bring you new videos,
just like this one, every week.
My name is Julian, see you in the next one.