Brussels, Thursday 18 November – The Federation of European Data & Marketing (FEDMA) organised a high-level panel yesterday at the 2021 IAPP Europe Data Protection Congress in Brussels. Its topic was no less than the future of data-driven marketing in a growing world focused on privacy and data protection.
The panel, titled Data Marketing & Data Protection: What Happens Next?, was moderated by Asli Yildiz, Head of Legal at the DMA UK and composed of Karolina Mojzesowicz, Deputy Head of Unit Data Protection at the European Commission; Olivier Proust, CIPP/E, Partner, Privacy, Security and Information at Fieldfisher; and Sachiko Scheuing, CIPP/E, Co-Chairwoman, FEDMA and European Privacy Officer at Acxiom.
Below are some main takeaways from the session:
Panel summary: The GDPR brought a unified legal framework for the Digital Single Market and the empowerment of data subjects. That much is clear. But as the EU upholds its privacy values and global competition increases, what will the data and marketing sector look like tomorrow with supervisory authorities making an example out of them and further legislation already on the horizon (ePrivacy, DSA/DMA)? Focusing on data and marketing, this panel discussed the interpretation of the lawful basis for GDPR most relevant for marketers (consent and legitimate interest) to understand how brands can still — legally — reach out to prospects and retain their customers. The panellists shared their point of view from an institutional, legal and industry perspective on the legacy of the GDPR, the upcoming proposals impacting data processing, the views of key DPAs on the matter and the future of data and marketing itself.
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