GDPR

The GDPR, Europe's General Data Protection Regulation, is the law governing what organisations may do with personal data. For marketing the load-bearing principles are: a valid legal basis per processing purpose (consent must be free, specific and revocable), purpose limitation and data minimisation, transparency, and subject rights such as access and erasure. This is law, not guidance: fines run to four percent of global revenue, and consentless tracking, bought lists and dark cookie patterns are the classic violations. Read strategically, the GDPR also pushes in a healthy direction: less dependence on personal data, more emphasis on brand and context.

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