As we are all aware the GDPR (General Data Protection Regulation) comes into force on 25th May 2018. Due to the importance of complying with the regulation, Rakuten Marketing have worked with a number of UK affiliate companies to ensure publishers receive clear, industry-wide guidance and a consistent message from companies they work with.
What is the GDPR?
The EU General Data Protection Regulation (GDPR) is the new legal framework governing the use of personal data across all EU markets. Think of it as a new set of data laws fit for the digital age.
It replaces current national data protection laws and the existing EU data protection framework. The GDPR is designed to give consumers more control of their personal information and applies identically across Europe. Regardless of the UK’s future relationship with the EU, the British Government has stated it intends to implement the legislation equally alongside EU member nations. Significantly, the GDPR introduces increased sanctions; organisations can be fined up to €20m or 4% of annual turnover (whichever is greater) if they breach the law.
The New Rules
The collaborative team have outlined the areas of the GDPR we believe are most relevant at the present time for the affiliate industry (Personal data, Legal bases for processing personal data and the ePrivacy Directive). However, it is important to familiarise yourself with the full details as there are many more implications that need to be understood.
In addition we have detailed information on the IAB Europe technical standard for online consent and consent tool which is intended to ensure GDPR and ePrivacy Directive compliance in time for the May deadline. You can sign up for their updates here.
Next steps checklist for publishers
Make sure you read the full publisher communication on our GDPR Resource Centre, where you can find a next steps checklist and additional useful links.