As marketers, the utilisation of data is often vital to lead generation, campaign strategy and developing comprehensive marketing planning. In this article, the effect of Brexit on data is explored and whether changes will affect marketers.
2020 was a year full of turbulence with the COVID-19 pandemic, along with all of the related challenges. The year 2021 has started with a bolt since as from the first month of the year, January 2021, the Brexit transition period ended thus the UK vote to leave the European Union has come to full fruition.
Many marketers wondered how this affects data privacy rules and has left everybody with a lot of unanswered questions.
Let’s dive it into what will Brexit mean to our data.
The Brexit transition period ended on 31 December 2020. Within the new frameworks of the trade deal, the EU has agreed to delay transfer restrictions for at least four months, which can be extended by two months.
As of the 19th February 2021, the EU Commission issued its draft decisions on the data suitability for the UK under the EU GDPR and Law Enforcement Directive (LED). This acknowledges the UK’s high data protection standards are sufficient. This permits for personal data to be transferred between the EU and EEA – wider European Economic Area in the same way that it was prior to 1st January 2021. This is allowed for a maximum of six months and until adequacy decisions have been made during these months.
Will the EU GDPR still apply?
The general population might not be aware that the EU GDPR is no longer effective in the UK. However, if you transfer data inside the UK, you will need to consent to the UK data protection law. This is called the UK GDPR – please be aware there is a minor change to the core data protection principles, rights and obligations found in the UK GDPR. The GDPR laws remain to have the same status as per usual.
The Information Commissioner’s Office (ICO) recommends that a business like Mobile Journey that generates personal data from the EU & EEA put alternative safeguards in place. At Mobile Journey, we think on our feet and we have indeed put all the necessary precautions in action.
As a result, we will deliver our ongoing campaigns and generate our data as our clients are used to.
At Mobile Journey, we use data to supercharge our campaigns and deliver the results to improve our clients’ businesses. Want to know more about our data-led approach to mobile advertising campaigns?