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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Opinion

Prepare your business for changes to the ePrivacy rules – or face hefty fines

Under new regulation, telemarketing, sms campaigns, data collecting and a host of other things will never be the same

11/04/2017
in Opinion
3 min read
Prepare your business for changes to the ePrivacy rules - or face hefty fines

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Gareth Davies, MarketingTech

Businesses need to prepare themselves for changes to the ePrivacy Directive in preparation for the forthcoming General Data Protection Regulation (GDPR).

The changes are set to come into effect 25th May 2018.

Earlier this year, the EU Commission ‘quietly’ proposed a new Regulation on Privacy and Electronic Communications to replace the ePrivacy Directive.

The proposed Regulation will address the rules of confidentiality of electronic communications, including VoIP, cold calling, third party website tracking, and SMS marketing.

If your business currently collects data to market to, you may have to act differently under new regulations.

VoIP allows you to make voice calls using a broadband Internet connection instead of a regular (or analog) phone line. One of the attractive features of messenger apps like Whatsapp is that you can make in-app VoIP phone calls without the cost for the call being attributed to the user’s phone call minutes allowance.

The new Regulation could change all of that.

Opting in to tracking

The key proposed changes include a departure from the current third-party website tracking practice.

At present, websites using cookies and other similar technologies assume a “notification and implied consent” method of visitor opt-in. Under the new rules, web browsers must ask visitors to opt-in to tracking via their own privacy settings, putting the ownership onto the visitor.

Cold-calling is also going to be hit hard. All Telemarketing phone calls must display their phone number, or use a unique prefix to indicate that the incoming call is for telemarketing purposes. Ultimately, this gives the receiver the opportunity to instantly decline the call, as well as making it easier to block future calls from that number.

The Regulation on Privacy and Electronic Communications is aligning itself in this way to ensure that it is ready for the forthcoming GDPR.

The GDPR will take effect from 25 May 2018 and will mean any company that offers goods and services, or tracks individuals, in the EU will face serious changes as to how they market to end users.

The purpose is to increase the rights of individuals when it comes to their data, and therefore, increase the fines liable to businesses or organisations that breach these individual rights. These fines can be in excess of €10million for unsolicited marketing messages or security breaches.

Article 5 sets out the new rules that businesses will have to comply with;

  • data must be processed lawfully, transparently and fairly
  • personal data must be collected for an intended, limited and explicit purpose
  • data collected must be minimal to include what is necessary to the purpose
  • data must be up to date and accurate
  • processing data must have the appropriate level of security
  • the data controller must be responsible and compliant with these principles

“Hard opt-in” is king

If we take SMS marketing as an example, the new regulations will mean that if you wish to market to a consumer you will need to have obtained “freely given, specific, informed and unambiguous” consent from your contacts.

It is simply not enough to just have a customer’s mobile number and send an SMS to them if they have previously filled out a contact request on your website.

Under new rules, the customer must explicitly state that they are happy to be marketed to by way of SMS via a tick box or other means of agreement to the marketing campaign.

This is what is called a “hard opt-in”.

How to prepare your business

Preparation is key. Audit the way that your business gathers customer data and think about how to employ hard opt-in permissions.

The silver lining to this is that any data collected after the regulations come into play will be directly targeted to those customers that are interested in your product, service or marketing campaign and as such, the ROI from an SMS campaign, for example, will be higher than before.

Your business could:

  • offer something of value – a loyalty scheme offering discounts or updates for your customers may entice a hard opt-in at check-out
  • competition – a competition is a great way to get people opted-in, just make sure it is very clear that they are signing up to a marketing campaign
  • transactional – transactional messages, especially via email, are a great way to request customers opt-in to other types of marketing, like SMS
  • promote your marketing campaign on your website with explicit tick box permission-granters
  • harness the power of social media to encourage customers to opt-in
Tags: ePrivacyTelemarketing
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