--- title: Marketers, Brace Yourselves for GDPR description: A long winter ahead for marketers under the General Data Protection Regulation (GDPR). image: https://blog.gclb2b.com/hubfs/Images/GCL_Blog_Header.jpg --- [![](https://gclb2b.com/app/uploads/2020/07/GCL-main-logo-white.png)](https://gclb2b.com) - [About Us](https://gclb2b.com/about-us/) - [Our Services](https://gclb2b.com/our-services/) - [B2B Telemarketing](https://gclb2b.com/our-services/b2b-telemarketing/) - [Lead Generation and Appointment Setting](https://gclb2b.com/our-services/b2b-telemarketing/appointment-setting/) - [Channel Development](https://gclb2b.com/our-services/b2b-telemarketing/channel-development/) - [Event Support](https://gclb2b.com/our-services/b2b-telemarketing/event-support/) - [Inbound Call Handling](https://gclb2b.com/our-services/b2b-telemarketing/inbound-call-handling/) - [International Telemarketing](https://gclb2b.com/our-services/b2b-telemarketing/international-telemarketing/) - [Webinar Support](https://gclb2b.com/our-services/b2b-telemarketing/webinar-support/) - 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[Resources](http://www.gcldirect.com/resources/) - [Careers](http://www.gcldirect.com/careers) - [Latest Careers](http://www.gcldirect.com/careers/latest-careers/) - [Blog](https://blog.gclb2b.com/blog) - [Contact](http://www.gcldirect.com/contact/) [![CALL US NOW](https://no-cache.hubspot.com/cta/default/1604661/1f41ec7a-7629-4e9f-a478-c72e3048233c.png)](https://cta-redirect.hubspot.com/cta/redirect/1604661/1f41ec7a-7629-4e9f-a478-c72e3048233c) ### Welcome To Our Blog # Marketers, Brace Yourselves for GDPR [Jenny](https://blog.gclb2b.com/blog/author/jenny) | 29 June 2017 Share:   - [Tweet](https://twitter.com/share) ![Marketers, Brace Yourselves for GDPR ](https://blog.gclb2b.com/hs-fs/hubfs/Blog_Images/Phase%202/Are%20you%20ready%20hand%20writing%20with%20a%20black%20mark%20on%20a%20transparent%20board.jpeg?width=777&name=Are%20you%20ready%20hand%20writing%20with%20a%20black%20mark%20on%20a%20transparent%20board.jpeg "Marketers, Brace Yourselves for GDPR ") General Data Protection Regulation (GDPR) is a set of data protection rules proposed by The European Commission – calling for companies in the EU to handle the personal data of their customers more fairly. The law applies from 25th May 2018 and it affects pretty much every business that operates in the EU, including marketers. By then, companies need to have an action plan in place to show how they will comply with the new regulation. This will completely change the way marketers think about [handling data](http://www.gcldirect.com/lead-generation-services/marketing-data/). Direct marketers will need to demonstrate how their organisations meet the regulations, and ensure that the processing of data is done fairly and lawfully. **Personal data has been given a much broader definition under GDPR** Personal data is any information relating to an individual. It used to be contactable information like names, addresses, email addresses, and phone numbers. It now refers to anything that can be traced back to an individual, including  IP addresses and cookie IDs. **What are the biggest impacts on marketing?** For years, marketers have had clever ways to obtain personal information. This helped them analyse and profile information to identify an individual or an organisation’s interests. This is all about to change under GDPR. Consent will now be required to use a person’s data in any way, shape or form. The person has to be fully aware that they’re allowing you to use their data, and they have to perform an “action” to give their consent – like tick or check a box. It also needs to be made clear how their personal data will be used. Organisations will need to prove how they have obtained consent - if they cannot do this they will most likely be fined. Marketers must therefore align themselves with the GDPR principles to avoid penalties. When running a campaign or competition, you can only use the information for that purpose—using an individual’s data for another purpose will require further consent from them. This proves to be bad news for marketers as they are used to growing their [databases](http://www.gcldirect.com/lead-generation-services/marketing-data/opt-in-databases/) using these methods. Your current marketing databases will need to be cleaned and regularly reviewed to ensure you can identify if consent has been granted, whether it is being used for legitimate purposes, what data has been collected, and whether or not that data is accurate. Consent plays a huge part in digital and direct marketing, as the Data Controller and processor has to adhere to a defined set of rules. Many marketers will need to reassess all of their [databases](http://www.gcldirect.com/lead-generation-services/marketing-data/opt-in-databases/) and best practices to ensure they meet with the regulation. **[GCL](http://www.gcldirect.com/lead-generation-services/marketing-data/)** can help you ensure GDPR compliance by supplying you with new, fully compliant, opted-in data. If you want to know more about GDPR and how effectively managing data can keep you compliant, download our guide. 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