It's the regulation that everyone should be talking about.
The EU GDPR (General Data Protection Regulation) is a new set of European Union consumer protection regulations designed to protect the data privacy of EU citizens.
GDPR works beyond personally identifiable information like email, names, demographics, purchases, etc. GDPR also uses anonymous cookies, IP or digital fingerprinting. For GDPR this all counts as personal data.
GDPR was approved by the European Parliament April 14, 2016. Its enforcement begins May 25, 2018. It replaces the Data Protection Directive 95/46/EC, as an attempt to “harmonize data privacy laws across Europe.”
All publishers will be subject to GDPR in Europe, including the U.K., small publishers and magazines and their respective digital presence.
On January 18, 2018, OpenX, an independent advertising technology provider, announced GDPR publisher compliance, making them the first publisher to announce compliance, four months ahead of implementation.
“GDPR is the single most significant regulation in the history of digital advertising,” said Doug McPherson, chief administrative officer and general counsel at OpenX, in a press release.
“Under GDPR, publishers will be responsible for ensuring regulatory compliance for data security for every single partner they allow to access their data. Failure to comply effectively could result in significant penalties — up to the greater of €20,000,000 or 4% of worldwide annual revenue,” the release said. To understand more about the GDPR, consumers and publishers will need to examine the regulation in depth.
Publishers will need to learn how to maneuver through this new regulation to avoid hefty fines. A piece by Eric Shanfelt at Publishing Executive outlines some guidelines on:
- Consulting your legal counsel to comply with GDPR
- Consenting before data collection
- Tracking people’s consent and giving them the ability to revoke it
- Giving people the ability to access and fix their data
- Giving people the right to be forgotten
- No grandfathering of existing people.