Advertising
Do you want to collect and use personal data for sending direct marketing, such as a newsletter? Then you will need consent for this in many cases. For the best possible protection of personal data, the General Data Protection Regulation (GDPR) sets strict requirements to this consent. Including to the quality and understandability of the information that organisations provide about their direct marketing practices.
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Collecting and using personal data
An organisation always needs a legal basis for collecting personal data that this organisation later uses for direct marketing purposes.
For example, it may be necessary for a (web)shop to collect personal data of customers for finalising the purchases. But suppose this (web)shop also wants to use the collected personal data for sending direct marketing? Then strict rules apply for this.
Which rules apply depends on the type of direct marketing and whether it is addressed to existing customers. There are 3 types of direct marketing, each with their own rules:
• digital direct marketing;
• telemarketing;
• advertising mail.
Consent
Is direct marketing based on the legal basis of consent? Then you, as an organisation, must be able to demonstrate that you have actually received consent. In the GDPR, this is called the duty of accountability.
Informing
Do you want to collect and use personal data for direct marketing purposes? Then the people concerned must be provided with clear and clearly structured information about the processing of their personal data.
You must inform them in understandable language, to ensure that they really know what happens with their data. And that they can choose whether or not they want to receive direct marketing from you.
Quick answers
volgt
Iemand is een bestaande klant als deze persoon een product of dienst van u heeft gekocht. Er moet sprake zijn van een koopovereenkomst of dienstverleningsovereenkomst waarin u verplicht bent of was om iets te leveren en de klant om daarvoor te betalen.
Iemand is geen klant als diegene (nog) niets heeft gekocht of (nog) geen dienst heeft afgenomen, maar zich alleen maar heeft aangemeld voor uw nieuwsbrief, een enquête heeft ingevuld, meegedaan heeft aan een prijsvraag of spel of een gebruikersaccount heeft aangemaakt.