GDPR & ePrivacy site compliance – steps you can take today


or join the free webinar on Thursday March 15th (see more info in the end of this blog)

As the 25th May 2018 fast approaches, marketers should be getting to grips with the changes that GDPR will mean for them. As the gatekeepers to the majority of customer data the marketer’s role in preparations for GDPR (General Data Protection Regulation) is critical to full compliance. However, our research shows that, despite the risks of non-compliance, there are still plenty of marketers who do not fully understand the implications of GDPR for their role or their business. In fact, almost half (48%) don’t believe their teams are fully aware of the implications of GDPR and over a quarter admit their websites are unlikely to be compliant by the end of May.

And yet, businesses who do not comply with the new GDPR outlined by the EU will face financial penalties and long-lasting damage to customer trust. But the new rules are about much more than avoiding fines. Customer trust and advocacy are core to any brand today and so the challenge of compliance should be seen as a positive step towards stronger relationships with customers.

Brands are also responsible for any information stored in relation to their customers from all of their digital marketing channels, regardless of who runs them. It is down to the brand and, in particular, the marketer, who often owns the relationship with many of these suppliers, to ensure that all their suppliers sufficiently protect customer data and do not unauthorisedly contact customers on the brand’s behalf.

But here’s the good news: GDPR will lead to higher quality marketing

Of course, interacting with your customers in a more targeted, personalised way, rather than
bombarding them with unwanted messages and untargeted information, should continually
improve their relationship with your business. It will also filter out those who are not interested in your products. And so, despite challenges and confusion, GDPR is actually an important step towards better marketing. It will force brands to examine how they interact with consumers and create a whole new level of transparent and fulfilling value exchanges. Recent research from the leading tech provider in Privacy solutions: Ensighten, shows that many marketing decision makers see the regulation as an opportunity to reexamine how they interact with consumers and gain more value from their data:

– 76% of marketers believe GDPR represents a strategic opportunity for businesses
– 68% state the regulation will help them better harness big data
– 75% believe compliance will modernise customer interaction and engagement

Act now: Five steps marketers can take to ensure compliance

1. Speak to your digital marketing suppliers about the steps they are taking to protect your customers and update your contracts with them.
2. Use a privacy solution that gives a single source of information about outgoing data flow from your website, alongside a single point of control.
3. Introduce crystal clear data consent options to consumers for every communication method.
4. Educate your marketing team so they understand their role in remaining compliant and do not unknowingly breach regulations.
5. Hire a dedicated specialist to cover GDPR responsibilities or seek legal advice to ensure your particular model of data sharing is legitimate.


Invest 50 minutes and get up to speed on GDPR by participating in our webinar on March 15th at 2PM CET / 3PM EET
The 50 minute webinar will include time for Q&A


Phil Lee
Partner (Privacy, Security and Information), Fieldfisher

James Eyre
Director (EMEA Strategic Accounts), Ensighten

Join the live, interactive webinar to learn:

– What the new EU regulations actually say about data collection
– Best practices to avoid the regulatory pitfalls of 3rd party data collection
– A framework for assessing GDPR website data collection tools
– And more

This interactive webinar explores the GDPR regulations, implications and solutions for website data collection and will be co-presented by industry veterans Phil Lee, a leading data privacy expert and Partner at European law firm Fieldfisher, and James Eyre, a marketing technology expert and Director of Strategic Accounts at Ensighten.

Privacy laws in Europe are changing. This year will see the introduction of Europe’s General Data Protection Regulation on May 25th, with new requirements for accountability, transparency and consent – not to mention significant penalties for non-compliance. This will be closely followed by Europe’s forthcoming e-Privacy Regulation – a major revamp to the EU’s existing cookie consent regime.

Register here:

Read also:

How Google’s decision to kill 3rd-party cookies will affect to the digital marketing ecosystem?


Google has announced its decision to block third-party cookies from Chrome in two years. In practice, this will mean a big change in user data collection and advertising targeting, as Chrome controls nearly 70% of the desktop browser market. After Google’s announcement speculation started immediately – how it will affect programmatic buying of advertising and third-party data audiences, which mainly are based on cookies currently.

Read more

Digital Marketing 2020 – What are the current trends?


Typically, early in the year, it is anticipated which topics will become the hottest in digital marketing this year. What has already changed the digital world and what is getting around the corner? What are the questions marketers are currently looking for answers to? Here are some themes that will challenge and inspire digital business and marketing professionals in 2020.

Read more

What are 1st, 2nd and 3rd party data and how can they be used in marketing?


Data is one of the key drivers of successful marketing. One of the biggest challenges for the marketer is crystallizing the data, prioritizing it and making it usable. What kind of data you are most useful as a marketer depends on your current situation and your goals.

Read more

What is TCF 2.0 about and what do you have to do?


TCF, or Transparency & Consent Framework, is an industry-standard that allows to obtain the required permission for the use of data from consumers and to pass this permission (or prohibition) in an intelligible form to the digital advertising industry. There is a need for a common standard as there is a large number of data-driven players in the market.

Read more joins Relevant Audience, which will become Finland’s largest independent data marketplace

2019/11/21 is joining Relevant Audience, Finland’s largest independent data marketplace. It currently includes 18 million unique browsers, as well as 500 million monthly data collection events.

Read more