TheStageBus respects the GDPR which came into effect from the 25th of May 2018.
Individuals have eight fundamental rights under GDPR, and they affect how event marketers can collect, store and use data. They are:
– The right to be informed – all organisations must be completely transparent in how they are using personal data (personal data may include data such as a work email and work mobile if they are specific to an individual).
– The right of access – individuals will have the right to know exactly what information is held about them and how it is processed.
– The right of rectification – individuals will be entitled to have personal data rectified if it is inaccurate or incomplete.
– The right to erasure – also known as ‘the right to be forgotten’, this refers to an individual’s right to having their personal data deleted or removed without the need for a specific reason as to why they wish to discontinue.
– The right to restrict processing – an individual’s right to block or suppress processing of their personal data.
– The right to data portability – this allows individuals to retain and reuse their personal data for their own purpose.
– The right to object – in certain circumstances, individuals are entitled to object to their personal data being used. This includes, if a company uses personal data for the purpose of direct marketing, scientific and historical research, or for the performance of a task in the public interest.
– Rights of automated decision making and profiling – the GDPR has put in place safeguards to protect individuals against the risk that a potentially damaging decision is made without human intervention. For example, individuals can choose not to be the subject of a decision where the consequence has a legal bearing on them, or is based on automated processing.
Understanding how to plan and execute lead generation campaigns in a manner that respects these rights is a major factor in achieving compliance with GDPR. Some of them will be applicable to TheStageBus, some will not.
Data processing under the GDPR can come under one of SIX lawful bases, set out in article 6 of the GDPR, each with their own set of regulations. Any that apply to TheStageBus are based the requirement that data processing is ‘necessary’.
The six lawful bases are:
– Legal Obligation
– Vital Interests
– Public Task
– Legitimate Interests
TheStageBus assumes continued ‘Consent’ for outgoing communications from all contacts already communicated to, and therefore known to us before this date.
CONTACT WITH CLIENTS
All personal eMail addresses collected after the date of GDPR’s implementation (25th May 2018) require an OPT-IN for marketing purposes. TheStageBus offers clients the opportunity to split this into two, opting in separately for individual eMails, and opting in for the newsletter (which many clients may not want).
Under the GDPR, companies cannot ‘go out and find’ personal emails (ie: firstname.lastname@example.org) and freely market to them under an assumption of consent, as defined by Article 8.11. Key to the events industry, the GDPR does not currently distinguish between personal or business eMail addresses, as long as the eMail address is used by an individual then it falls within the regulations (Article 4.1). General eMails (such as email@example.com) are fine to market to freely.
However, professional eMails (such as firstname.lastname@example.org) may be marketable to under ‘Legitimate Interests’ TheStageBus will consider professional eMails as a Legitimate Interest if we can identify a link between the user of the eMail address, and a direct business interest for TheStageBus, such as an event. TheStageBus’ systems allows all contacts to be marked as either consenting, or a legitimate interest. All contacts (of any kind) can still ‘opt-out of any marketing.
The consent to forward details onto third parties CANNOT be assumed and must be consented-to, even if the data is freely accessible online. For example, if we have the eMail and phone number for ‘Andrew’ at ‘TheStageBus’ but have not collected specific consent to pass this data onward, we can only point folks requesting these details onto their website (www.thestagebus.com) to find the information themselves.