The European Union's privacy law, the General Data Protection Regulation (GDPR), came into force on May 25, 2018. At the time, many wondered what GDPR meant for email marketers. And luckily, the GDPR didn't kill email as the doomsayers predicted. But one thing that might still give you headaches? How to collect and store email consent. GDPR raises the bar to a higher level of consent for subscribers based in the European Union (EU), which means that the way you collected consent from EU subscribers in the past may no longer be valid. compliant.
And even now that the UK (UK) has officially left the EU, the GDPR post-Brexit hasn't changed too much . The UK has created its own UK GDPR, which is essentially the same as the EU GDPR, except that it only applies to UK residents. Details are covered in the UK Information Commissioner's Office (ICO) Guide to the UK GDPR. For the sake of simplicity, I'll refer to both simply as GDPR, unless I'm referring to one specifically. So the real question is, what does Image Masking Service this all mean for email consent for your EU and UK subscribers? How to Keep Email Consent GDPR Compliant The GDPR requires brands to collect affirmative consent that is “freely given, specific, informed and unambiguous” to be compliant. The ICO has also provided a comprehensive guide to consent under the GDPR.
If you're not ready to dive into the full 39-page guide just yet, here's a breakdown of the five most important things you need to know about email consent under GDPR, with plenty of examples from the how we implement them here at Litmus. 1. Obtain consent from a positive opt-in, not pre-checked boxes Opt-in Email GDPR For consent to be valid under the GDPR, a customer must actively confirm their consent, for example by checking an unchecked opt-in box. Pre-checked boxes that assume consent if people do n't uncheck them are not valid under the GDPR. Recital 32: “Silence, pre-ticked boxes or inactivity shall not constitute consent. »