The EU Data Regulation will change B2B direct marketing across Europe from a broadly opt-out system to an opt-in rule. You will not be able to email, call or post marketing material without prior consent. The infographic gives more details and examines the options.

1. The right to be forgotten
The regulation introduces a ‘right to be forgotten’ by
internet firms. If a person requests, you will have to
remove all data held on them and any information you
have published about them on the internet.
Action Plan
1. Get consent for direct marketing from prospects and
customers now. Customers are the easiest place to start.
2. Start investing in a content marketing programme. People
will ‘opt-in’ for information that educates and informs.
3. Allocate more budget to telemarketing. The EUDR states
you cannot store personal information without consent, but
switchboard telephone numbers are not personal.
Email this infographic to your colleagues and also tweet about
the proposed law using hashtag #EUDR.
How the EU plans
to kill B2B marketing
(And how to prevent being a casualty)
“
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EUDR news page
bit.ly/SCiEUDR
SlideShare
bit.ly/SCiSlide3
New EU Data Protection Regulation
Experts believe the new law will be introduced between
2014-2016. The existing Directive will be replaced by a
new Regulation. This means the same law will apply
across all EU countries.
You need consent for ‘personal’ data
The EU Data Regulation (EUDR) states you must obtain
explicit consent via ‘clear statement or affirmative action’
to store and use personal B2C or B2B data. This changes
marketing from an opt-out system to an opt-in rule.
What is personal B2B data?
Full name
Job title
Work email address
Direct telephone number
Actions & behaviours
Computer IP address
Computer IP Addresses
IP addresses are listed as personal data. So you will
need consent from visitors to record and store their
activity on your website. This will affect web analytics
and online marketing.
Data Protection Officer
Companies employing more than 250 staff will need to
designate a Data Protection Officer.
What should you do now?
Yes, you could stick your head in the sand and hope the
problem goes away. Or you could take action and start
making plans now.
We’ve suggested a brief Action Plan below.
Failure to comply
Each country will have a new National Supervisory
Authority to investigate breaches of the
Regulation. Fines will be as high as
€1,000,000 or 2% of global turnover.
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SCi started life as a B2B telemarketing agency in 2002, but we’ve grown to become a leading sales
acceleration company. Voice marketing and human interaction are still our core services, but they
are supported by other online/offline marketing tools.
SCi Sales Group Ltd T: 020 8846 3950 E: info@scisalesgroup.com W: www.scisalesgroup.com
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