What’s this GDPR buzz about and how does it affect consumers?

In a nutshell, GDPR laws are designed to address the tech-driven world we are living in now. Laws and obligations surrounding privacy, personal data and consent across Europe are now in accordance and relevant to the modern digital age. 

 So what exactly is GDPR compliance?

Under the terms of GDPR, organisations will not only have to ensure that personal data is collected legally and under strictly controlled conditions, but those who collect and manage it will be obligated to protect it from mistreatment and exploitation.

How does this affect consumers?

Consumers will begin to see a difference in the way that organisations communicate with them about data use. Subsequently, this will affect the length of consent statements and privacy policies. Whilst marketing consent does not need to be explicit, it does need to be univocal instead of crafty and cryptic. Transparency is required, and clear and plain language will be needed. Furthermore, consumers cannot be forced to give consent for further use of data when signing up to a service.

Data Controllers will now have to consider consumer rights before undertaking new processing. In a lot of ways, the Data Protection Officer (where one would be appointed) will be required to become somewhat of a consumer advocate within the business.

Individuals will find it easier to exercise the right of subject access and in the majority of cases, they will not be charged for access, so businesses may have to face notable costs in retrieving personal data. GDPR will also facilitate consumers changing to alternative suppliers by requiring Data Controllers to provide “data portability” when accounts are closed.

Practising the right to object to direct marketing and profiling should be easier under the new reform. More consumers will have insight and understanding toward these rights because Data Controllers will have to publicise them when they first contact individuals.
 
On some levels, the arrival of GDPR will only accentuate the fact that consumers are in control when it comes to data use. A great deal of organisations have already witnessed the benefits of integrating more transparent privacy notices and offering their customers genuine authority over their data’s future. Those who have not might see themselves under far more pressure in following years from both consumers and privacy activists as the proverbial bar is raised ahead of implementation.

In practice, this is vitally important for all businesses and organisations that handle personal data. A perfect example would be the online slots and casino realm which is constantly embracing new ways of protecting their members; and in doing so create an environment of trust and confidence. Testimony to this ethos is seen at established online slots brand mFortune a brand which is built on consumer trust, transparency and openly advocating data privacy. So consumers can now rest assured that any entity that has the privilege of having any of their details will be managing it in the most secure and responsible manner possible.