You may have noticed: Eco, the Internet industry association, together with CSA, Certified Senders Alliance, recently published the 6th edition of the eco Guidelines for Permissible Email Marketing .On around 60 pages you can find out about topics such as permission, design and data protection. The reading is aimed specifically at those responsible for email marketing and is intended to prevent companies from falling into legal pitfalls and losing a lot of money. eco has already incorporated the requirements of the new EU data protection regulations and current court rulings into the new edition.
New eco-guideline for email marketing
I would like to take the new edition of the eco guideline bahamas number dataset for permissible email marketing as an opportunity to once again emphasize two points:
1. Fines of up to 20 million euros for violations
The EU General Data Protection Regulation* is tough! If companies violate the new regulations, they can expect to be fined heavily. We're talking about up to 20 million euros or 4 percent of annual turnover . That should be reason enough to take another look at your own compliance with data protection regulations.
Before you panic, however: Data protection is a high priority in Germany in particular. So if you have been following all the regulations so far, not much will change when it comes to implementing your mailing campaigns in this country. Companies that operate internationally have more homework to do. This starts with consent. Is this still valid after May 28, 2018?
* valid from 25 May 2018 with the aim of standardising data protection at EU level
2. Protection against international interests insufficiently clarified
At the same time, the directive points to a weakness that has been troubling international courts for months: the question of how external service providers, e.g. software providers, are correctly included. The eco association leaves open whether and to what extent the German data protection authorities' view of applying data protection is tenable. Even at an international level, the courts have not yet reached a unanimous opinion; sometimes Microsoft is exempted from sharing personal data , then again Google or Alphabet has to hand over data from email accounts . As long as there is no clarity on this issue, companies should ask themselves whether it would not ultimately be better to host the data they need themselves or at least with a provider in a clearly defined legal environment...