{"id":573,"date":"2018-07-04T02:46:07","date_gmt":"2018-07-04T02:46:07","guid":{"rendered":"http:\/\/intersticeconsulting.com\/ibtt\/?p=573"},"modified":"2018-07-04T02:46:07","modified_gmt":"2018-07-04T02:46:07","slug":"email-marketing-post-gdpr-untangling-recital-47-in-the-pre-epr-era","status":"publish","type":"post","link":"http:\/\/intersticeconsulting.com\/ibtt\/index.php\/2018\/07\/04\/email-marketing-post-gdpr-untangling-recital-47-in-the-pre-epr-era\/","title":{"rendered":"Email Marketing Post-GDPR: Untangling Recital 47 in the Pre-ePR Era"},"content":{"rendered":"

On May 25th<\/sup>, 2018, EU lawmakers unleashed the GDPR\u2014a new privacy law capable of delivering a financial blow to businesses across the globe, not just in Europe. The data which drives email marketing programs must be processed and stored in accord with the GDPR. Recital 47 of the GDPR states: \u201cThe processing of personal data for direct marketing purposes may be regarded as carried out for a legitimate interest.\u201d<\/p>\n

Businesses may rely on its \u201clegitimate interests\u201d to send postal\u00a0<\/em>marketing about a new product to its customers. This means that businesses may send postal marketing without its customers\u2019 consent. However, direct marketing by electronic\u00a0<\/em>means such as by emailing complicates the issue.<\/p>\n

Although the GDPR governs the data used for email marketing, the Privacy and Electronic Communication Regulation (\u201cPECR\u201d) defines the required permission to send marketing and advertising by electronic\u00a0<\/em>means, such as by email. Further, the PECR does not include \u201clegitimate interests\u201d as a lawful basis for electronic marketing by email. To further muddy the water, the PECR will soon be repealed in favor of the new ePrivacy Regulation (\u201cePR\u201d) that is expected to arrive by late 2019. As a result, sending marketing emails remains subject to the PECR.<\/p>\n

As for now, the general rule under the PECR is that businesses may send marketing emails to individuals that have consented to receive them. But, there is an exception for existing customers\u2014known as the \u201csoft opt-in.\u201d This means that consent is not required if an individual\u2019s contact details were obtained during a sale and the individual had the opportunity to opt-out at that time.<\/p>\n

As the EU works to introduce the ePR, businesses face the challenge of complying with the GDPR and the PECR. Nevertheless, given the imminent arrival of the ePR, businesses must further prepare for complying with the new regulation too.<\/p>\n

Let us help you with this hurdle to GDPR compliance.<\/p>\n

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On May 25th, 2018, EU lawmakers unleashed the GDPR\u2014a new privacy law capable of delivering a financial blow to businesses across the globe, not just in Europe. The data which drives email marketing programs must be processed and stored in accord with the GDPR. Recital 47 of the GDPR states: \u201cThe processing of personal data … Continue reading Email Marketing Post-GDPR: Untangling Recital 47 in the Pre-ePR Era<\/span> →<\/span><\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"categories":[5,6],"tags":[9,3],"_links":{"self":[{"href":"http:\/\/intersticeconsulting.com\/ibtt\/index.php\/wp-json\/wp\/v2\/posts\/573"}],"collection":[{"href":"http:\/\/intersticeconsulting.com\/ibtt\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/intersticeconsulting.com\/ibtt\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/intersticeconsulting.com\/ibtt\/index.php\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/intersticeconsulting.com\/ibtt\/index.php\/wp-json\/wp\/v2\/comments?post=573"}],"version-history":[{"count":1,"href":"http:\/\/intersticeconsulting.com\/ibtt\/index.php\/wp-json\/wp\/v2\/posts\/573\/revisions"}],"predecessor-version":[{"id":574,"href":"http:\/\/intersticeconsulting.com\/ibtt\/index.php\/wp-json\/wp\/v2\/posts\/573\/revisions\/574"}],"wp:attachment":[{"href":"http:\/\/intersticeconsulting.com\/ibtt\/index.php\/wp-json\/wp\/v2\/media?parent=573"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/intersticeconsulting.com\/ibtt\/index.php\/wp-json\/wp\/v2\/categories?post=573"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/intersticeconsulting.com\/ibtt\/index.php\/wp-json\/wp\/v2\/tags?post=573"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}