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The fallout of GDPR for different industries.

Our inboxes are hopefully quietening down now post the GDPR deadline passing on Friday. This week loo
The fallout of GDPR for different industries.
By Connected Paths (Riaz Kanani) • Issue #69 • View online
Our inboxes are hopefully quietening down now post the GDPR deadline passing on Friday. This week looks at the winners and losers - there is some seriously bad news to come I think.

The immediate impact
It should come as no surprise that Facebook (along with WhatsApp and Instagram) and Google have all been taken to court in various EU countries (though not the UK yet) claiming they do not conform to the GDPR regulations. The companies obviously say they do.
Either way, one of the results from this court case could be positive for everyone’s web experience - it could put a line in the sand around what is acceptable reasons for collecting personal information and reduce the number of popups asking for our permission - though it could also of course go the other way and increase it further! Currently it is not defined and requiring guesswork based on guidance from the Information Commissioners.
Another immediate fallout has been in the advertising industry, where some types of targeted advertising have become less available to advertisers and - I assume - driving prices up. We are not seeing it as we do not use this type of profile data. 
I think this is temporary in any case as most sites are requiring users to agree to allowing information to be shared with advertisers in exchange for reading the desired article. Most people will click accept I believe. 
Whether that is allowed under GDPR is another question. I actually think it is not but I guess we will find out through the courts as Facebook is requiring a similar approach in order to use their platform.
The longer term
We saw a marked shift in types of messaging from retailers especially over the period up to the deadline. 
Those who prepared early, when the thinking was more conservative, went with requiring you to re-opt in to communications even though if you collected the opt-in correctly initially, it was not required. 
The retailers sending emails just before the deadline, switched to a if you don’t want to hear from us then opt -out or we have changed our privacy policy notification.
Assuming the latter approach is a legitimate approach and there is no legal fall out, they now have a significant advantage over their competition. People only read emails from companies when they have a reason to do so and an inbox full of GDPR requests is even less likely to be read. 
Even if the companies started requesting re-opt in months in advance they are likely to have decimated their list. Email marketing may feel old fashioned compared to social media and other channels but it remains a mainstay for retailers driving significant revenue. 
Some companies tried bribing users with larger prizes but I suspect this was too little, too late.
The true fallout will be seen in the revenues of these companies when they announce their quarterly numbers.
It is not all bad.
It has been a messy implementation globally but overall GDPR remains a good approach and platform to build on. I think the result will be better data security and clearer privacy policies and probably an option to pay instead of seeing advertising - though whether the former is so expensive that everyone ends up being tracked as much as before is yet to be seen. What do you think?
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Connected Paths (Riaz Kanani)

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