Marketing is an essential business activity, largely dependent on the collection of personal data belonging to customers and clients. In recent years, the rules protecting that data have been significantly enhanced and the penalties and costs for misapplying those rules can be severely damaging or even potentially ruinous.
This highly practical half-day course will explain how GDPR and PECR place limitations on how you can use personal information for marketing purposes. Our expert presenter will explain the steps you need to take and measures that must be put in place to ensure your marketing strategies are compliant with the law.
The course is illustrated with real-world cases and will provide opportunities to get answers to your own issues and questions.
The course will cover the following topics…
- Overview of UK Data Protection Laws
- Privacy principles
- Accountability
- Data subject rights
- The specific marketing rules
- Electronic & telephone marketing
- Publicly available information
- Social media
- Referral schemes
- Web forms & sign ups
- Business cards
- Postal marketing
- Cookies and advertising technologies (AdTech)
- Practical questions and challenges for marketers
- Enforcement actions
Anyone involved in the marketing operations or responsible for the collection or use of personal data or database systems that may be used for marketing. It will also benefit anyone responsible for GDPR/PECR compliance or in a senior role with responsibility for compliance.
The course will answer the following questions
- How does GDPR and PECR apply to UK marketers?
- What powers does the Information Commissioner have to enforce against organisations that break data protection rules with their marketing practices?
- How high could the penalties be for your organisation?
- Controllers v processors: who is responsible for what?
- How does the law apply when working with partners overseas?
- How do the core data protection principles apply to marketing practices?
- What should be included in your privacy notices?
- What legal basis applies when using personal data for marketing purposes?
- How important is ‘consent’ for marketing to existing or prospective customers?
- What records and documents do you need to keep as evidence of compliance?
- What rights under GDPR do the people to whom you send marketing materials have with regard to their personal data?
- What additional rights are conferred by the Privacy and Electronic Communications Regulations?
- What are the rules regarding sharing personal data with third parties?
- How are the rules for marketing business-to-business and business-to-consumer different?
- Who can you send marketing emails to with promotional messages?
- What restrictions are in place on making telemarketing calls?
- What consideration do you need to give to personal data use when using social media marketing tools?
- What does the law say about using cookies and advertising technologies?
- What powers and sanctions are available to the Information Commissioner?
- How may enforcement actions change the way you carry out your marketing activities?
