So, what happens now? Since May 25th, GDPR has been enacted in Europe. Meaning some brands will have lost quite a significant reach from GDPR regulations and opt-in requests. This means they need to make the most of the ones they still have by providing elevated experiences like connected journeys, landing pages with rich content, and more.
With the General Data Protection Regulation enacting full transparency, many users are benefiting from the privacy controller. GDPR has now restricted any sized company to reveal what user data information is being collected and how it is being analyzed. Now, with the regulation in place, users have the opportunity to opt out of this data collection if they feel the need to. This isn’t to say many users are opting out, but a sense of trust between the company and prospect begins with this newfound transparency.
More so, cybersecurity is also benefiting from GDPR. Those working in the industry are now reaping the rewards as Data Protection Officers (DPO) and Chief Information Security Officers (CISO) are in high demand now that companies are trying to remain compliant with the new set of laws. According to the 2018 Federal Data Protection Report, data protection was named the top priority for 82 percent of the federal decision makers.
Of course, GDPR has brought negatives. Facebook and other apps — Instagram, Facebook-owned WhatsApp, and Google — are already under attack. Those arguing against the big businesses believe these brands are forcing consent to continue to use individual users’ personal data. Facebook’s recent accusations reveal the latest tribulations many large companies face especially in the public eye.
Another impact from GDPR is influencing the newspaper and media industry. In a drastic response to the regulation, Tronc, the company that owns Los Angeles Times and the Chicago Tribune, has blocked all European readers from accessing their sites. Other publications make users opt-in to their data collection, which may be considered a different approach to forced consent.
There are still challenges many companies face when trying to comply with GDPR. With such severe repercussions, if violated, many brands are finding it hard to higher DPOs and CISOs. Also, many countries seem to be following suit with the EU. Canada would like to instill similar data laws with GDPR standards. States within the United States, like California, passed the Consumer Privacy Act of 2018 that requires companies to disclose personal information upon customers’ request.
The General Data Protection Regulation has tightened the restrictions on many marketing departments across the globe. The implementations of this regulation will have a big impact on current business operations and future innovations. Now, the EU ePrivacy Regulation, which is set to be enacted by the end of 2018 or early 2019, “takes on board all definitions of privacy and data that were introduced within the General Data Protection Regulations, and acts to clarify and enhance it. In particular, the areas of unsolicited marketing, Cookies and Confidentiality are covered in a more specific context.”
This regulation has been overshadowed by the force of GDPR, but this new ePrivacy Regulation addresses data privacy and paradigm shifts. Those who do not comply will receive heavy fines. However, the proposed regulation’s copy is strikingly ambiguous compared to GDPR.