"Whew. That wasn’t so bad, was it?

For many marketers, the European Union’s overzealous General Data Protection Regulation, or GDPR, appears to be yet another regulation that makes marketing harder. After all, it limits how and when marketers can use and process data, applies more stringent consent requirements, and introduces tougher enforcement for companies not meeting the new standard. For U.S.-based companies used to less comprehensive regulations, this is new territory.

Though the regulation itself might be “new territory,” the problem it addresses hardly is: More than half of consumers believe brands should be transparent about how they use consumer data, yet 77 percent of people still feel in the dark, according to RAPP’s U.S. Privacy and Permissions Study of 2016. The GDPR regulation effectively achieves two important things: It brings data protection law up-to-date with current technology and data processing trends and techniques; and it formalizes data protection law across the EU, which is seen as a necessary step to protecting consumer privacy.

Beyond compliance, though, what’s really at stake here is salvaging the consumer-brand relationship."

Read the full article with Adotas.