Trends in data protection for direct marketing
Have data protection authorities begun the great fightback against business? Perhaps they have been tasked with bringing in some much-needed cash to national coffers, because fines have become the next big trend in data protection and should seriously concern marketers in all sizes of business.
Some recent marketing-related fines have included:
- Amazon – €746m for compiling data on customers
- WhatsApp – €225m for failing to provide information in clear and plain language
- Austria Post – €9.5m for failing to allow subject access requests by email
- Grindr – €6.3m for sharing location services without consent because it was special category data on sexual orientation
- Sky Italia – €3.3m for unwanted phone calls
Overall, there’s been a 113% increase in GDPR fines between July 2020 to July 2021, with 709 in total compared to 332 in the year before. Penalties for violations have more than doubled as well, from €130.69 million up to July 2020 to €293.96 million up to July 2021.
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