Even if your business doesn’t attract a lot of European Union customers, you’ve likely heard a lot about GDPR by now. The General Data Protection Regulation refers to legal guidelines that govern how companies can and cannot use data gathered directly from customers and other sources, including Facebook Lead Ads. Meant to protect European Union citizens, it goes into effect this Friday, May 25, and can have major repercussions for businesses who have any interaction with EU citizens. Bottom line? It’s best to be compliant, even if the majority of your customers are in the United States.
GDPR is not limited to known customers; in fact, some may say its application is more for prospects and leads. The central idea is to protect privacy and limit fraudulent or improper use of personal information, including email addresses. And while much of the regulation relates to the technology and systems used to store data, the use of data is included as well.
In order to utilize data obtained from customers or leads, one must either show that they have consented, or that the use is necessary. As necessity can be harder to prove, consent becomes the default for many data processors to rely on.