As a B2B marketing organization, our professional user base is inherently built upon the exchange of content in return for providing contact information. Professionals on the NetLine network request content because they want to learn; it’s a legitimate exchange.
To make sure that the experience is transparent per the regulations and agreeable for our EU users, several changes will take place on our forms and within our Privacy Policy. As GDPR comes into force, we wanted to share with you the specifics on how NetLine plans to enact compliance measures.
How will we support a complete deletion upon user request?
For users who want their information deleted, we’re prepared to honor that request through data obfuscation. This process yields a complete deletion of personally identifiable information (PII) from our systems while retaining a record of the request only. This obfuscated transactional record ensures that a paper trail exists as proof of compliance. At that point, any PII in that record can no longer be interpreted by anyone, including NetLine, its partners, or an external third party (in the event of a data breach).
How will form technology be affected?
Our predictive form technology makes it easier for professionals to download content by cutting down on typing – it pre-populates previously entered information so it’s a breeze to come back for more content. For users who have requested to be removed from our system, that functionality will be disabled. A deactivated user will not see their information populated in a form when requesting more content. The only information that can dynamically populate will come from the business if company name is entered into the form.
Will EU forms look different?
Much like our existing forms, all EU users will see a disclosure statement with our interpretation of GDPR as it pertains to our business. The new-found prominence of our disclosure statement will also include a link to our updated Privacy Policy making it impossible for users to request content without seeing the new messaging. Our clients also have the ability to customize their forms with the language and requirements their business determines may be necessary for their compliance with GDPR.
Much of the user experience on our forms can be dynamically rendered based upon entries; this allows the form to adapt appropriately and become applicable to the EU user. Where users indicate they are not a company of more than several employees or enter a personal email address, the GDPR rules around consent will adapt and seek consent via tick box.
Do users need to opt-in again?
Pursuant to item 131 of GDPR Privacy and Electronic Communications Regulations, Direct Marketing (p. 40), the soft opt-in will apply. Because we have previously gained consent to mail existing contacts, and we have opt-outs on all of our messages, our contacts will continue to receive messages until they opt-out. That process will remain relatively consistent with the existing experience, with our goal always being to provide a quick and painless exit from our list(s).
What about cookies?
EU users will see a cookie disclosure bar which will be detected by IP address and displayed where applicable.
Overall, compliance with GDPR in the B2B space covers a global audience; we believe that the connectedness of the online professional community should be protected and not abused. By ensuring compliance with these regulations, our value to marketers and consumers of professional content will continue to grow. We also aim to adopt any changes or modifications to GDPR as these policies react or evolve in the coming weeks.