by johnt
16. December 2011 11:54
In January 2012, the European Commission is scheduled to announce its revisions to the EU Data Protection Directive, this will have a direct effect on all in direct marketing and data cleansing.
It is supposed to contain some very significant changes to the current regime, such as the introduction of:
• an opt-in only regime, this may be an active opt-in
• a new ‘right to be forgotten’, the need to remove all transactional data about a customer
• additional requirements for a valid consent
This is as yet only draft legislation, we wait and see what it looks like in late January.
The DMA is on the case and is attempting to ensure that any changes are in the best interest of te industry. Once the proposed legislation is formally announced in January, they and we, in the industry, will have the chance to consider the changes and assess how they will affect the industry.