Don't let GDPR delay your B2B marketing plans

QUESTION ASKED TO THE CNIL:DOES GDPR IMPACT B2B PROSPECTION RULES?
RESPONSE OF THE CNIL:NO, the GDPR does not change the rules applicable to B2B prospecting emails.The rules for electronic prospecting depend on the e-Privacy directive, transposed into French law by article L.34-5 of the Post and Electronic Communications Code.

Basic rules for B2B electronic communication:
  • Inform about the nature of the information held ("non-sensitive" personal data of a professional nature), the content, the subject and the frequency of the sending of emails.
  • Make sure you have the information you need to target your emails (business sector and size of the company, function and level of responsibility) in order to comply with the notion of "legitimate interest"
  • Inform of the right of access, consultation, modification and / or deletion of data upon simple request addressed to the DPO
  • Include a clearly visible opt-out link allowing you to unsubscribe at any time in order to no longer receive emails.
Under the GDPR, compliance in B2B relationships is based on transparency and accountability.While the 1995 directive was largely based on the notion of "prior formalities" (declaration, authorizations), the European regulation is based on a logic of conformity, for which the players are responsible.The consequence of this empowerment of actors is the removal of reporting obligationsprovided that the processing does not constitute a risk for the privacy of individuals.

Definition of "sensitive personal data" that may represent a riskfor privacy:Any data that reveals racial or ethnic origin, political, philosophical or religious opinions, trade union membership, data concerning income or financial situation, health or sexual orientation, genetic or biometric data, and personal aspects of natural persons, that is to say in particular profiling.
For more information: consult the CNIL website.