It’s time to slay the internet’s ‘Cookie Monster’

Any conversation within the European marketing community these days soon turns to the General Data Protection Regulation. The impending GDPR brings about new data protection rules, heralding an unprecedented level of consumer protection. Going into effect in May of next year, the specific targeting of individuals without expressed permission will be outlawed.

All global brands wishing to engage with Europeans should heed the change. At the moment, if a customer knowingly contacts an American company, then EU data protection legislation doesn’t really apply to them. However, once the new GDPR comes into full force (on May 25, 2018), the EU data protection laws will apply to the American companies, so they’ll have to comply with all the notification requirements and data storage/retention obligations.

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