The UK government is introducing its revised Data Protection and Digital Information Bill to parliament today, including further clarity for marketers around key data and privacy concerns.
The bill, which the Government says is a “common-sense led” version of the EU’s General Data Protection Regulation (GDPR), promises to reduce costs and burdens for British businesses and charities, while ensuring privacy and data protection remains in place.
The bill was first introduced under the previous government last summer, but was paused in September for further consultation with industry.
The latest version provides more clarity around legitimate interest for marketers. Under GDPR, controllers of data were able to utilise it without explicit consent if they had legitimate interest to do so, but many businesses lacked the confidence to rely on this as their legal basis for data collection for marketing.
Attracting and retaining customers and donors through direct marketing is now identified as a legitimate interest in the bill. However, customers will retain the right to object to marketing should they wish to.
It’s a reform the Data and Marketing Association has campaigned for over several years. UK CEO Chris Combemale, who chaired the Business Advisory Group during the most recent phase of consultation, says the organisation is pleased with the outcome:
“Attracting and retaining customers and donors is a fundamental legitimate interest of businesses and charities, so we are delighted the government has acknowledged this in the reforms to help drive innovation and growth,” he says.
The bill also puts forward an expanded range of exemptions to consent for cookies, which will reduce the need for consent banners, especially for ecommerce and charity websites. The idea is this will improve the customer experience while reducing “unnecessary red tape”.