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June 2017, Vol. 5, No. 3

GDPR and marketing: Keep an eye on European regulations in the works

After years of attention to business practices regarding the gathering and exploitation of personal consumer information for marketing purposes, the European Union is taking definitive steps to create new regulations, harmonized across all 27 EU countries. Though the stringent laws won't affect U.S. businesses directly, their indirect impact may be considerable when enacted in May 2018. The General Data Protection Regulation (GDPR) has been in the works for four years. It follows a 2011 initiative to protect consumer data privacy by restricting web cookies and email privacy. Though not yet in force, the GDPR is beginning to send tremors throughout the business and technical communities as they absorb the implications and begin planning to adapt to the new laws. Looking at GDPR and marketing, it's clear that companies selling goods and services in the EU will have to create compliance strategies that include turning over data they collect on a European resident when requested and data-breach notifications to authorities within 24...

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