GDPR: the end of a long process
Today, 14th April 2016, the European Parliament puts the end to a 6 years process, with the adoption by the full house of the EU General Data Protection Regulation. This follows the adoption of the text by the Council of the European Union last Friday with a fast tracked written procedure. The text has been adopted today by Members of the European Parliament.
The co-legislators found an agreement on a text last December, which has since been reviewed by the legal departments and translated in all EU languages. The publication of the text in the Official Journal of the European Union, which can be expected in a few weeks, will mark the beginning of the 2 years count down of the transition period. The new rules will have to be in place by May 2018.
“It is the end of a long process but the beginning of a new journey for our industry. Turning these new rules into concrete practices is a challenge, and our industry must now develop new common practices. The two years to come will be busy and must be taken very seriously” Said Sébastien Houzé, FEDMA Secretary General.
FEDMA has prepared a Frequently Asked Question on the GDPR to help you understand what is in the new regulation. While the text is far from perfect, FEDMA and the Data Driven Marketing industry managed to maintain a number of flexibilities in the text. The most important issue over the past six years has been the ability for controller to access personal data on their legitimate interest. After having been heavily restricted by the European Parliament, the final version is back to a wording similar to the one in the existing directive, keeping the ability of marketers to access data lawfully without systematically needing the individuals’ consent.
“FEDMA welcomes the adoption of the GDPR which will mark the new era of data protection in Europe. We look forward to continue the dialogue as we translate the new law for Data Driven Marketers in the form of FEDMA’s code of conduct.” Said Dr Sachiko Scheuing, FEDMA Co Chairwoman.
Many provisions of this new law will need interpretations, to be tailored to the industry practices. FEDMA is already working on interpretations and is engaged in producing a new code of conduct adapted to the new rules and to the industry practices of the future.
Questions about Data Protection?
FEDMA produced a Myhtbuster and Frequently Asked Questions document to help the Marketing Industry to understand what is inside the General Data Protection Regulation and what it means for them.
Data Protection Day 2016 - 27th January
Data Protection & Ethics: Bridging the gap in the Data-Driven world - What happened?
On the 27th January 2016, FEDMA celebrated the 2016 Data Protection Day with an event hosted at the European Parliament, by MEP Michal. The room was full and the speakers provided many insides from various point of views on issues around data protection, privacy, and ethics. read more..
FEDMA principles on Ethical Data Management
Communication in general and marketing in particular went through colossal changes with fast technological evolutions (internet, social media, mobile, internet of things…). Those waves have changed the way brands communicate and the way individuals consume. Individuals have a voice and demand interactivity in all media - including advertisements. One-way communication is not enough anymore when the consumer wants to play an active role. The digital world has forced communication to become interactive. Furthermore, through the millions on digital and social media, it’s also true that the consumer wants to be perceived as unique among millions. Brands have decided to put the consumer in the centre of their strategy and to offer him personalized communication and a real-time experience.
Personalized communication, real-time and interactive dialogue, one to one communication, all the new communication business models are based on data. Direct marketing is the most efficient and respectful communication channel. Direct and Interactive marketing’ success is based on data: we are the Data-Driven Marketing industry!
Access to data is, the basis of our work and our main asset, in a world where privacy and data protection have become an increased concern, and where transparency to the individuals and ethics in data management are lagging behind.
The Direct and Interactive marketing industry has worked for decades and still works every day to build and maintain the most important asset we have: the consumer trust.
For these reasons, FEDMA put the steps to achieve a European Compliance on Privacy and Ethical Management. The first step has been the development of this charter on Ethical Data Management. Marketers can agree on simple rules and guidelines. Signing the Charter is the first milestone in the right direction. The follow up is to develop a European label for Ethical Data Managers and compliant organisations through technical workshops, legal assistance, and a self-regulatory process to achieve European Legal Compliance, delivered by FEDMA, the only omnichannel marketing federation recognized by the EU institutions.
MARKETING SUMMIT 2015
Special Thanks to Microsoft for hosting this Event
As disruptive technologies are invented, marketers must sustain trust. This event helped participants answer three questions:
What are the innovation trends that marketers need to be aware of?
What are the remaining barriers or challenges to becoming a data-driven European economy?
How to reach the right balance between Big Data and privacy?
Through its many activities, FEDMA is dedicated to building the business of cross-border Data-Driven marketing, both through its vast network of contacts and businesses within and beyond Europe and by representation within the institutions of the European Union.
FEDMA’s Charter on Ethical Personal Data Management for the Data-Driven Marketing industry, is first step towards the review of the organisation's existing codes of conduct and the development of a dedicated self-regulatory programme. FEDMA paves the way towards European Compliance on Privacy and Ethical Data Management. The first step is the development of this Charter on Ethical Personal Data Management. Marketers can agree on simple rules and guidelines. Developing and signing this Charter will be the milestone to continue in the right direction. The follow-up is the development of a European label for Ethical Data Managers and compliant organisation through workshops, legal assistance, and a self-regulatory process to achieve European Legal Compliance, delivered by FEDMA, the only omnichannel Marketing Federation recognised by the EU institutions.
FEDMA's mission is to:
Protect the European direct and interactive marketing industry and the interests of our members. FEDMA aims to encourage the European institutions to ensure a healthy commercial and legislative environment within which the one-to-one industry may prosper.
Promote members, governments, media, businesses and consumers about the European direct and interactive marketing industry and encourage education and training for the sector.
Inform members, governments, media, businesses and consumers about the European direct and interactive marketing industry and encourage education and training for the sector.