EU to require ‘unambiguous’ consent for data-driven marketing, while data protection fines rise
Marketers will be required to get “unambiguous” consent from consumers before using their data for marketing purposes, under new laws agreed by the European Union. Penalties for breaching consumers’ data rights will also become harsher, with companies facing fines of up to 4% of turnover.
The EU has settled on the final text of its General Data Protection Regulation (GDPR) after nearly four years’ debate, however marketers were spared some of the most stringent provisions previously proposed.
The requirement for “unambiguous” consent is less onerous than “explicit” consent, as previous drafts specified, but it still rests on a “clear affirmative action” by Read full story ›
Source: Marketing Week
