1 month to GDPR: The forgotten “cookie law” and what businesses need to do right now
With business owners across Britain preoccupied with GDPR compliance ahead of next month’s introduction, its forgotten sibling the so-called cookie law? could also change the way brands communicate with consumers and collect data. So what should firms being doing right now to prepare for new regulations?
This article was updated on 25/04/2018
What is ePrivacy regulation?
While ePrivacy and GDPR are both EU-led directives, they are not the same and understanding the differences is crucial for both business owners and consumers.
Fresh research from Mailjet considered the impact of the ePrivacy regulation, or the “cookie law”, on marketing strategies at UK companies. The platform surveyed 400 marketers in the UK and France to see what direction the changes could take brands in.
New ePrivacy regulations will take on board the definitions of privacy and data included in GDPR and create detailed guidelines over specific areas. The regulations are an extension of the existing EU ePrivacy directive, otherwise known as the cookie directive, taking GDPR into account.
The cookie law was due to arrive alongside GDPR in May, but the regulation is yet to be finalised and could have to wait a little longer.
__________________________________________________________________________________ GDPR factsheet: It isnt just about customers, it matters for employee data tooThis May will see a change in the rules governing management the personal data of EU citizens. Is your business ready for the changes to the way employee data is handled?
What is going to change?
Under ePrivacy changes, online users will be able to set cookie permissions from their internet browser. Subsequently, users will be faced with cookie request pop-ups upon arriving at a website. The ease of potential opt-outs could mean the withdrawal of millions of consumer datasets from brands and digital marketers, according to Mailjet.
Some 91 per cent of respondents to Mailjet’s international survey expected these pop-ups to directly cause of a loss of traffic by restricting access to some, or all, of a website’s content.?However, 57 per cent believed the traffic loss could only be around ten per cent.
Of greater concern could be the loss of user tracking via websites. Almost a third of UK marketers claimed the most important information from cookies they collected was via Google Analytics, suggesting alternative data sources would become even more vital.
Return of email marketing
A sudden loss of direct traffic on such a scale could see brands shift to new marketing channels. Almost eight in ten respondents admitted email marketing could emerge as a practical channel for procuring data. Meanwhile, 72 per cent would invest more in social messaging services, while two-thirds were looking to Amazon as a direct communication channel.
Commenting on the how changes to ePrivacy could affect brands, Michyl Culos, head of marketing communications at Mailjet, said: ePrivacy will impact marketers across the world in many different ways.
immediate concerns will likely centre on the loss of data fuelling customer experiences and revenue, the longer term opportunity of browser-level cookie approval means both B2B and B2C brands will have to focus strategically on how they can grow and maintain the most valuable customer insights that really drive their business forward.
__________________________________________________________________________________ Uber data leak could have earned 17.75m fine under GDPRExperts have suggested Uber would have faced the harshest penalties of incoming GDPR rules following a data breach affecting 57m of its users.
One month to GDPR: What businesses need to do now
Over the last year, our experts have been helping company owners get their house in order ahead of GDPR. Here are their essential tips.
Undertake an organisation-wide data audit
Ryan Wain, chief marketing officer at Unlimited Group, advised decision makers to undertake a full audit on data held by a business.
“By doing this you will understand and identify what data you have, where it is and how it is being used, ” he said.
Praseeda Nair is the editorial director of Business Advice, and its sister publication for growing businesses, Real Business. She's an impassioned advocate for women in leadership, and likes to profile business owners, advisors and experts in the field of entrepreneurship and management.
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