The General Data Protection Regulation (GDPR) is the new EU regulation based on the proposals of Data Protection Directives proposal rooted from 1995 regulations. Internet has changed the way we create, store and share our data.
A report from Chartered Institute of Marketing found that 57% people has serious mistrust in brands data collection and usage processes. All this led to this concrete legislation in the form of GDPR, which will add new rights and strengthen existing data protection laws.
GDPR will serve as the beacon in safeguarding information of individuals by introducing tighter controls within European Union (EU). The new law will come in to effect from May 25, 2018, binding all businesses operating within European Union (EU) to have visible privacy settings and permissions to use individual’s data.
Failing to do so will result in serious consequences with penalties up to €20 million or 4% of their global turnover.
GDPR will be applied to both automated personal data and manual to filing systems. Here is the list or rights GDPR will include for you.
Right to be Informed
- Individuals have the right to obtain information when their data is being processed and what personal data businesses have access to.
Right to have Access
- Businesses are required to provide information on your data collected without any fee/charges
- Businesses have to provide remote access to the copy of data/ information collected
Right to Rectification
- Individuals have the right to have their personal data rectified if is inaccurate or incomplete
- The identity of third party using your data will not be a secret anymore
- The set of data provided to third parties are bound by businesses to be ratified
Right to Erasure
- Under the new regulations, individuals have the right for data erasure or deletion of personal information in specific circumstances
- Data will be deleted if it is no longer necessary, in relation to the purpose it was originally collected, when the individual withdraws that consent, or if the data is unlawfully processed or breached
Right to Restrict Processing
- Individuals have the right to block the processing data, which means businesses can hold it but cannot process it
Right to Data Portability
- You can exercise the right to data portability by obtaining and reusing the data for their own purposes
Right to Object
- Individuals can object at any time if they feel their data is used for direct marketing purpose, this will bound businesses to immediately suspend further processing
- Emails and marketing material have to mention privacy rights of individuals
The GDPR law will significantly improve the overall accountability of the systems as the new audit mechanisms tighten controls over personal data. Some marketers are accusing GDPR for tormenting their businesses. In the bigger picture, GDPR will enhance data quality and unlocks rich dimensions to market. Overall GDPR safeguard liberty of masses at faster pace and establishes limits on the usage of personal information.