RGPD

What does GDPR mean for marketing consent?

Under the GDPR, marketing consent must be freely given, specific, informed and unambiguous: a pre-ticked box does not count. You must be able to prove when and how each contact agreed, and make it as easy to withdraw consent as to give it (how to obtain valid consent). Contacts also have rights over their data, including access, portability and the right to be forgotten. EU ePrivacy rules add specific requirements for email, SMS and tracking, which differ between B2B and B2C email marketing.

Beyond the risk of fines, consent is the basis of trust. Contacts who chose to hear from you engage more, complain less and help protect your sender reputation.

Consent management, ePrivacy compliance and data subject rights are built into Actito, which also handles explicit consent and tracking consent (see GDPR in the documentation). Customer data is hosted in ISO 27001-certified data centres in the EU, and a dedicated CISO and DPO make sure every feature ships compliant: read more about GDPR compliance in Actito.