GDPR regulation fatigue

  09 July 2017

Last week’s GDPR workshop put on by the NFDA showed  an audience who listened intently yet with resigned faces showing the pain of extra work for questionable gain.

No one wants personal data mis-used or taken unwillingly, but most car retailers use data responsibly and email marketing is a vital communication channel. The franchised retail industry is not a sector swamped with complaints.

But from May 2018 everything changes. Consent is king, but there are uncertainties as to how retailers obtain it. Many were aware Honda was recently fined for breaching data protection laws for simply trying to find out if its customers wanted to receive communications.

We have entered a world of data mapping, privacy notices, customer rights, profiling, record keeping… there is a huge amount of work and the consequences of an unintentional data breach are alarming.

Attendees were warned the Information Commissioners’ Office is fining liberally, including charities, for misusing data.

Dealers won’t be using lawyers to help them deal with this red tape bonanza and most won’t have a dedicated data protection officer. Instead, it will fall on a member of staff with an already busy workload.

The GDPR may bring benefits in terms of stopping less unscrupulous use of data, but certainly for our sector, it seems way over the top.

But, for the uninitiated, now is the time to get up to speed. The NFDA confirmed that a third workshop will be held on 15 September but if you can’t wait that long you can always gain some useful coaching by watching and listening to the Auto Retail Network webinar on the matter we held recently.

We hope it proves useful.

Rachel Gordon
Auto Retail Agenda

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