Thinking of inviting existing customers to reaffirm their marketing preferences ahead of the GDPR? Think carefully, read on…
There are many clients who are rightly looking at how they can explicitly confirm that existing customers either want to receive marketing emails, general contact, etc. ahead of the GDPR coming into force. This is a nice idea but fraught with potential hazards if they do not consider their approaches to using existing personal data in line with current expressed wishes.
Remember, under the GDPR there are 6 Lawful Basis for processing (collecting, storing, handling, using, etc.) personal data: 1) Consent; 2) Contractual Obligation; 3) Legal Obligation; 4) Vital Interest; 5) Public Interest; and 6) Legitimate Interest...