GDPR
90 % of companies in Germany behind schedule
On May 25, 2018, a unified data protection standard will come into effect within the European Union: the new GDPR will take effect on this date. All companies that are either based within the EU or handle the personal data of EU citizens are affected.
In order to meet the new requirements of the GDPR, they were granted a two-year grace period, which is now about to expire. However, the majority are not yet sufficiently equipped for the change in data protection law. Around 90% of companies are lagging behind An analysis by the Eco Association of the Internet Industry, which was made available exclusively to HORIZONT - Zeitung für Marketing, Werbung und Medien, shows that German companies are seriously lagging behind in terms of GDPR restructuring. Around 90% are lagging behind in terms of their data protection conversions - even though D-Day is dangerously close.
Special problem children
The GDPR imposes a whole range of new requirements on email marketing. Particular caution is required from now on, especially in the context of newsletter marketing: The so-called double opt-in practice is now required, according to which the request for a newsletter or an advertising email by the data subject takes place in two steps.
According to statistics from the EcoVerband
der Internetwirtschaft, verifiable consent to receive such electronic communications is only given for every second email address. Around 22% of all email addresses that receive such electronic messages on a regular basis do not have GDPR-compliant consent. In 47% of these cases, an adequate problem-solving concept still needs to be devised. If this is not achieved by May 25, 2018, the sending of emails to the affected addresses must be discontinued. Furthermore, the future business obligation to provide documentation is often not sufficiently taken into account. Only 6% of companies comply with the new regulations in this regard.
With regard to the procedures for providing information and correcting and deleting data, 29% of survey participants are lagging behind. However, things look better when it comes to data minimization. In this respect, 68% consider themselves to be GDPR-compliant. Further information on the topic of the EU GDPR can be found at
www.datenschutz.org/eu-datenschutzgrundverordnung
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