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Resources
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Consent Mgmt
Videos
November 13, 2017

How GDPR Impacts Marketing

Having customer data no longer means you can use it any way you like. A video on how GDPR affects marketing, including consent versus legitimate interest.

How GDPR Impacts Marketing

Summary

Marketers collect customer data for initiatives like sending promotions or campaigns. However, the General Data Protection Regulation (GDPR) impacts how this data can be used. Under GDPR, marketers need to consider the basis on which they are marketing, such as whether they are relying on consent or legitimate interest. It's no longer acceptable to assume that obtaining consent or data gives free rein to use it in any manner.

GDPR emphasizes privacy by design and treats privacy as a human right, giving consumers more control over their data. Marketers must ensure they have a clear basis for their marketing activities. If relying on consent, they must be able to prove they have the right to market to each consumer. This entails having robust systems in place to demonstrate compliance with GDPR regulations.

For more details on how GDPR affects your organization, consult the resources available in our Resource Center.

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Consent MgmtVideos

Related resources

Earning and Maintaining Consent
Whitepapers
April 11, 2025

Earning and Maintaining Consent

Making The Case For Consent Management
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April 11, 2025

Making The Case For Consent Management

Can Consent for Marketing Communications Be Revoked by Individuals?
Blogs
December 13, 2024

Can Consent for Marketing Communications Be Revoked by Individuals?

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