Europe’s new General Data Protection Regulations (GDPR) regulations come into effect at the end of May. These changes to the governance of data will have far-reaching consequences for EU businesses. For marketers, in particular, this is a time like no other, when the importance of a strong trade association voice cannot be understated. Having a credible lobbyist to represent their needs and interests, as well as provide guidance and education on how to maintain legal compliance, is vital.
In the UK the Direct Marketing Association (DMA) has a major role to play. Proof that the DMA is seen as a heavy hitter was provided by Elizabeth Denham (the Information Commissioner when she spoke recently at the 2018 Data Protection Conference:
“The ICO has forged a strong relationship with the DMA and it has brought your concerns and comments direct to my door. The DMA plays an important role in driving good practice with marketers – it is influential and well-connected.”
The DMA has actively influenced the evolution of the GDPR since first drafts were circulated by the EU Commission in 2011. It has also worked closely with partners in government, and across the wider marketing community throughout the draft process. Its advocacy has established vital building blocks within the GDPR that will safeguard the interests of both DMA members as well as the wider marketing community.
As part of this remit, the DMA recently launched its “GDPR for Marketers: The Essentials” report. This is one of many excellent resources the DMA has produced to help marketers prepare for GDPR. In the introduction to this document it explains the collaborative approach that produced it:
“The GDPR Editorial Board leads the content direction of the DMA’s GDPR outputs. We inform the work with expert advice and guidance from our Responsible Marketing Committee and the specially-appointed GDPR Taskforce.”
“To generate the right content for the right channels, the GDPR Editorial Board, Responsible Marketing Committee and the GDPR Taskforce work in collaboration with our Councils. This focuses our work onto the immediate needs of the marketers we serve.”
Return Path has been an active contributor to this process. We have been a DMA member for many years, and have multiple areas of involvement:
These bodies create much of the expert advice that shapes/guides our industry best practices. At the Data Protection conference, Robert Streeter (Data Protection & Privacy Officer, News UK) highlighted the importance of following industry codes of practice, and Chris Combemale (CEO, DMA Group) held up the recently launched Email Guide (produced by the Email Marketing council) as a leading example.
What does this mean for Return Path’s customers – how do they benefit?
While the context created by our GDPR series made the DMA the natural focal point for this article, Return Path is also involved with a broad range of other highly influential industry bodies including M3AAWG, the IAPP, and the ESPC among many others. These relationships place Return Path right at the center of the global email ecosystem, and our customers benefit hugely as a result. Learn more about the many roles Return Path plays here.
Guy is a passionate advocate for intelligent use of customer data to drive responsive email programs. With a knowledge base that now spans nearly 15 years, he is a global e-mail expert and thought leader. Leading Return Path’s International Professional Services consulting team, Guy has worked with a broad range of clients across 5 continents to improve their email delivery, subscriber engagement and revenue generated. Outside of work, Guy is the Chairman of the DMA Email Council. In this role, he works with industry peers including brands, agencies, and service providers to promote the best interests of the email industry to a broader audience. He is also a regular contributor to the industry press.
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