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How the EU Privacy Law affects marketing in Visma


There are two main areas where marketing is directly affected by the new EU privacy law: consent for personal data storage/profiling and using this data for marketing purposes, as well as changing the subscription setup for marketing communication. 

Consent

 

1. Consent for storing and using personal data 

The law requires that Visma business units get an active consent for storing personal data (e.g. email address, name, mobile number) as well as using data to build profiles. Business units will also need to collect consent for using this data for marketing purposes (e.g. email marketing).

How this affects your business unit:

  • You will need to collect consent from all contacts
    • Customers and prospects
    • Existing and new
  • Contacts need to actively consent to Visma using his or her data (includes profiling)
    • This means checking a box in a web form (it is not allowed to use pre-checked boxes in forms)
  • All existing contacts without consent will have to be deleted (May 2018)
  • You cannot communicate to contacts that have not actively consented to receiving marketing communication
    • This is already included in existing marketing laws in many countries today
    • Communication to customers concerning their current contract with Visma does not need any consent

How a consent check box will look in web forms:

Consent check box

Penalty for not complying:
The penalty for not complying with EU privacy law will be up to 4% of the corporation's total revenue if convicted. This means that any Visma unit not following this law can risk 4% of Vismas  total revenue.

See how to collect consent

2. One Subscription Management setup in each country

In order to be compliant with the new EU law contacts in Visma branded business units will need to have one place where they can manage their preferences for marketing communication. This is because Visma business units are genereally perceived as one company. 

That means that all Visma branded business units in each country will have one common subscription management page in Eloqua with shared subscription groups (email groups in Eloqua), as supposed to the existing setup where each business unit has their own subscription groups. Non-branded Visma units can have a separate setup for subscription management.

 

 

 

Interest areas as subscription groups
The EU privacy law clearly states that our contacts have the right to change subscriptions we have done based on the profile we have built on that specific contact:

"Profiling means any form of automated processing of personal data consisting of the use of personal data to evaluate certain personal aspects relating to a natural person, in particular to analyse or predict aspects conserning the natural person's performance at work, economic situation, health, personal preferences, interests, reliability, behaviour, location and movements."

The new subscription management setup is therefore based on interest areas (Finance & Accounting, HR & Payroll etc).
 

Benefits of having a common subscription management setup based on interet areas:

  • One place for contacts to manage all subscriptions in Visma across BUs within each country
  • Customer first - No confusion when it comes to Vismas organizational structure (in compliance with the new law)

Ongoing process
There are currently ongoing processes in Sweden, Finland, Denmark and The Netherlands to define new subscription groups. It is National Marketing Group (NMG) in each country that makes the final decision on the subscription groups. The new subscription groups have been defined and agreed upon in Norway and Latvia. 

See how to subscribe contacts to new subscription groups (email groups)