BY BEN SAPSFORD
GDPR (General Data Protection Regulation) – New EU data protection rules which aim to give citizens back control of their personal data and create a high, uniform level of data protection across the EU.
“The implementation of GDPR in Europe and continued scrutiny of privacy policies following the Cambridge Analytica scandal left investors feeling uncertain about Facebook,” says Aaron Goldman, CMO of 4C, a Facebook marketing partner.
A study into consumers in the UK and Republic of Ireland and their response to GDPR and privacy in general has revealed that 75% of those surveyed said “they have either activated rights, plan to stop sharing as much information or are reviewing their rights because of it” and “a third will not settle for anything – if they discover an organisation has misused their data, they will withdraw permission to use it entirely”. Large companies traditionally face regular attacks on their websites and databases but recent large-scale leaks of personal customer data such as the T-Mobile hack that resulted in the lose credit card and person details of 15m customers (on a side note I find it somewhat foolish of T-Mobile to push their Un-carrier marketing campaign message in the first paragraph of an apology to their customers for leaking their data) have done nothing to bolster customer confidence in corporate ability to protect personal information.
The hope is that GDPR leads to better use and protection of personal data, with companies paying more attention to security and data management. It remains to be seen if this will be the case but at least being aware of the general information and codes of conduct is a good start for any small organization. As with any change to company policy, keeping the customer informed and communicating regularly is essential to maintaining (and for some restoring) confidence in a company’s ability to ensure privacy.