The General Data Protection Regulation (GDPR) is a regulation by which the UK and the EU intend to strengthen and unify data protection for all individuals within the UK and EU. This is likely to have some impact on Business to Business (B2B) Direct Marketing practices. The regulation comes into effect on 25 May, 2018 and will apply in the UK even if the UK leaves the EU.
So what will be the regulations for B2B emails sent to business addresses and to individuals at UK/EU organisations after 25 May 2018?
Limited Companies, PLCs, LLPs, NGO’s and Government Bodies
According to the Direct Marketing Association (DMA) which is the most reliable source of information about GDPR, it will still be legal to email to business addresses and to email addresses of named individuals at UK companies and other organizations without their consent after 25 May 2018 provided the recipient is given an opt out from receiving further email and the email contains the senders Business Name and Address.
Therefore after 25 May 2018 in accordance with GDPR we will only be including email addresses at the Domains of Limited Companies, Limited Liability Partnerships, Public Limited Companies, Churches and Religious Organisations, NGO’s or Government Bodies. (If such organisations or individuals use a free type email addresses such as Gmail, Yahoo, Hotmail etc or an email addresses at telecoms services such as BT, Virgin, Talktalk etc these types of emails are NOT included in any of our UK or EU Lists.)
Legitimate Interest is the legal basis used to process the email addresses of named individuals working at any of the organisations mentioned above, complying with GDPR, PECR and the guidelines for the UK issued by the Information Commissioners Office (ICO). Furthermore, if such a named individual objects to the storing and use of his/her personal data, then the personal data is removed from the database.
This guidance should not be construed as legal advice; it is being provided in good faith for informational purposes only. If in doubt please consult with your legal adviser for application to your own business practices.