Risks to brands under new EU regulations

Dr Johnny Ryan GDPR Leave a Comment

Brands face serious new risks under the GDPR and the ePrivacy Regulation (ePR), and agencies will not be able to shield them. This note explains why, and describes what these risks are.  When the GDPR and the ePrivacy Regulation (ePR) apply a year from now brands that use personal data in their marketing campaigns will become exposed to new legal risks, irrespective of their arrangements with ad agencies. Though the new rules are European, the exposure will be global.
Access the GDPR/ePR repositoryA repository of GDPR and ePrivacy Regulation explainers, official docs, and current status.Access Now Brands are directly exposed for two reasons. Why agencies can not shield brands The first reason is legal. The first reason is that the text of the General Data Protection Regulation (GDPR) says that “each controller or processor shall be held liable for the entire damage”, where more than one controller or processor are “involved in the same processing”[1]. …