The B2B marketing world can breathe a sigh of relief thanks to the latest news on the ePrivacy legislation from Brussels.
Originally, the plan was to implement strict regulations where businesses would have to obtain consent, or opt-ins, before sending marketing material to any other organisations. The proposed ePrivacy legislation was aimed at protecting workers from receiving hundreds of unsolicited emails a week.
The DMA received a leaked version before Christmas and were obviously concerned with the proposed changes. If legislation such were to be implemented it would be crippling to the B2B marketing industry.
A final version has been announced with an amendment to the version leaked in December. Marketers wishing to contact any member of staff at limited or public limited company, local authority will have ensure the audiences interests are protected by the following:
- Making sure products marketed/services to an organisation are similar to the products/services already used. This will reduce the volume of irrelevant mail being received.
- The organisation who collected the contact information adequately informed the recipient at the time their data was collected that the information would be used for unsolicited marketing communications – and provide a clear opt-out at the time.
- On every piece of electronic communication the sender must provide a clear, unambiguous, opt-out or unsubscribe link so the recipient can easily remove themselves from future mailing lists.
The timeline for the ePrivacy rules coincide with the introduction of the GDPR on the 25th May 2018. It’s clear to see how important it is to the EU commission that they have these rules in place at the same time the GDPR is introduced. While questions are still being raised over the GDPR and the affects it will have, this is a win for the B2B marketing industry. If these rules were in fact introduced, it would have a significant and ultimately devastating affect on the industry.
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With the GDPR just over a year away, many businesses are gearing up for this dramatic change in EU legislation. The 25th May 2018 deadline for GDPR compliance arrives sooner than the possible Brexit date. This means it will be mandatory for all businesses processing data that can identify an EU (personal email address, IP addresses) citizen to comply with the new directive. Refresh yourself on the key points of the GDPR directive below