GDPR: Double Opt-In May Not Be Required! 732 Filed under - Archived Content, Ember, GDPR Paul Mackenzie of Ember Group introduces an new interpretation of the new GDPR compliance regulations which come into force in May. Last week I read an interesting opinion piece, which explained that the much-discussed ‘double opt-in’ may not be required for those operating in a business-to-business capacity. This appears to shine a new light on the matter, and it isn’t just any old ‘expert’ opinion either… it is based on a Queen’s Counsel interpretation of the regulations (as of 1st February 2018), obtained by CommuniGator, a leading marketing automation software provider. In an attempt to add certainty and clarity for their customers, they tackle six of the key aspects of the regulation that appear to be causing the most debate. Their answer to the double opt-in question, “Can I email data where I have no provable double opt-in statement?” makes for an interesting read, and I quote below, in summary format for brevity, from their document. The Data Controller must be able to justify the sending of marketing email by reference to one of the “lawful processing conditions” set out in Article 6(1) GDPR. Processing shall be lawful only if and to the extent that, at least one of the 6 reasons in Article 6(1) GDPR applies. Point One (a) in the list: The data subject has given consent. (The proven methodology for demonstrating consent is running a (Double) Opt-In Process.) However, for clients who have been using soft Opt-In and Opt-Out rules, we would like to draw your attention to Point 6 (f) in the list – Legitimate Interest. A lawful processing condition for a Data Controller is that processing is necessary for the legitimate interests pursued by the Data Controller. According to this Queen’s Counsel opinion, it is clear from article 6 that while consent is one basis on which the processing of personal data can be justified, it is not the only basis. As regards the sending of direct marketing emails, the relevant processing condition could be either 6(1)(a) (consent) or condition 6(1)(f) (legitimate interest). The GDPR expressly acknowledges that this is permissible. The last sentence of Recital 47 GDPR says: “The processing of personal data for direct marketing purposes may be carried out for a legitimate interest.” This appears to provide some welcome relief if you are struggling with the mechanics of obtaining a double opt-in from your database. It doesn’t remove the overall need or logic to ensure those that you market to are opted in and are keen and willing to hear from you. Author: Robyn Coppell Published On: 1st Mar 2018 - Last modified: 12th Apr 2018 Read more about - Archived Content, Ember, GDPR Contact Centre Reports, Surveys and White Papers Get the latest exciting call centre reports, specialist whitepapers and interesting case-studies. Choose the content that you want to receive. Contact Centre Reports, Surveys and White Papers Invites to exclusive Webinars & Events Weekly Newsletter Editor's Pick How to Develop Empathy as a Skill in Your Frontline Teams Tackle the 3 A’s – Absence, Agent Burnout, and Attrition 10 Ways to Be More Customer Centric 21 Tips to Make Your Customers Feel Truly Valued Latest Resources eBook: 5 Ways Conversational AI Can Support Contact Centre Automation eBook: 9 Practical Ways to Use Generative AI for Contact Centers Upcoming Events Demo Thursday: Giving Your Agents Superpowers – Webinar Thu 25 Apr 2024 Beyond Boundaries Global Festival Thu 25 Apr 2024 Latest Insights Ofcom Latest: What Contact Centre Leaders Need to Know Delivering Exceptional Experiences in the Real World Featured Articles The Key Elements of a CX Lifecycle and Ways to Improve It 21 Ways to Say “I’m Sorry” and Apologize to a Customer for Bad Service What is Attrition Rate and How to Calculate It The Top 10 Call-Closing Statement Examples Popular Pages The Ultimate List of Positive Words, Phrases, and Sentences to Brighten Your Customer’s Day The Top 50 Words to Describe Yourself on Your CV in 2024 Contact Centre Dashboard Excel Template Alpha, Bravo, Charlie… What is the Phonetic Alphabet and How Does it Improve Call Centre Service? Popular in Category The Threat of Voice Ageing in Voice Biometrics Security How to Activate the Agent of the AI-Fueled Future – Webinar