The EU General Data Protection Regulation (GDPR) came into force on 25 May 2018. It ensures the privacy of personal data of European consumers in order to meet the requirements of globalization trends and the rapidly changing communication technologies. It is the most important change in data privacy regulation in 20 years and all businesses need to be prepared for it.
The regulation, which covers both online and "traditional" Direct Mail communication, extends the scope of data protection and limits flexibility to use data for legitimate business purposes. Data use and storage requirements are now much stricter. FEPE supports the view that personal privacy is of paramount importance and a basic right for all European citizens.
At the same time however, it is also important to enable the consumer to have a choice and getting the best out of the internal market. Direct Marketing plays an important role in this respect as it ensures that companies are able to inform customers of opportunities that are or will become available to them.
We therefore advocate for a balanced approach to be taken, which allows businesses to establish and maintain a long-term relationship with consumers, while ensuring the protection of their personal data.