GDPR compliance to take effect from 25 May 2018

GDPR compliance to take effect from 25 May 2018

What is GDPR?
In the interest of safeguarding the personal data and privacy of EU (European Union) citizens, the European Parliament adopted the General Data Protection Regulation (GDPR) in April 2016. It is a regulation that requires all businesses to protect the personal data and privacy of EU citizens for transactions that occur within EU member states. In addition, the regulation also puts constraints on the export of personal data outside the EU.

Under the regulation, all organizations that collect data of EU citizens will need to adhere to the rules laid down by the EU parliament by 25 May 2018. The GDPR will set new standards for consumer rights in respect to their personal data while creating challenges for businesses that put systems and processes in place to comply.

The regulation has sent ripples of concern among companies. The GDPR has a wide view of the details that companies need to safeguard and they are:
• basic identity information such as name, address and ID numbers
• Web data such as location, IP address, cookie data and RFID tags
• Health and genetic data
• Biometric data
• Racial or ethnic data
• Political opinions
• Sexual orientation

Business that may acquire such data will have to ensure the same standard of safety for details such as an individual’s IP address or cookie data as they do for general information such as name, address, and social security number. Furthermore, two-thirds of U.S. Companies have shown concerns about the strategy used by them in Europe and 85% of these believe that GDPR has put them at a competitive disadvantage with EU companies, according to reports by Ovum, a neutral monitoring agency.

Why is GDPR needed?
A RSA Data Privacy & Security Report based on a survey of 7,500 consumers from France, Germany, Italy, the UK and the U.S, revealed that 80% had concerns with the primary concern being the loss of their their financial data. Losing security and identity information was a worry for 75% of those surveyed. In what could be construed as bad news for companies that deal with consumer data was the revelation that 62% of those surveyed by RSA would blame the company and not the hacker for the compromised or lost data.

The issue of lack of trust in the way that companies handle the personal data of consumers has pushed 41% to give wrong data when required to provide data online in order to avoid risking their real information being leaked or compromised. In case their data is leaked, consumers blame the company and are unforgiving, saying they will stop using its services or products. They would rather shift to companies that take the safety of their personal data more seriously, said the report.

Heavy penalties
Companies that don’t comply with the GDPR by 25 May 2018, will have to pay a hefty penalty of €20 million or 4% of their annual global turnover, whichever is higher. The Ovum report suggests that 52% of the companies are afraid of penalties being imposed.

‘The single most significant regulation in the history of digital advertising’
All publishers, big or small, and magazines in Europe and the U.K. will be subjected to GDPR compliance by 25 May 2018. By adhering to the new regulations, Openx, an independent advertising technology provider, became the first publisher to comply with GDPR four months before the implementation of the regulation.

Doug McPherson, chief administrative officer and general counsel at OpenX, commented in a press release, “GDPR is the single most significant regulation in the history of digital advertising.”

Moreover, according to Reuters, Google requires publishers to obtain consent from their users for data collection which is the main aspect of Google’s ad-serving business.

A group of publisher trade groups has sent a letter to Google parent Alphabet expressing dissatisfaction with Google’s plans concerning the European Union’s new General Data Protection Regulation, Reuters reports.

The letter, from the News Media Alliance, Digital Content Next, the European Publishers Council, and the News Media Association says that Google aims to require publishers to get user consent for the data collection that’s the key component of Google’s ad-serving business.

Publishers were also displeased that instead of a “processor” of data as defined by GDPR, Google aims to be a “controller,” giving it more power to use information such as reader data, Reuters reported. “Your proposal severely falls short on many levels,” the publisher groups wrote to Google Chief Executive Sundar Pichai.

The plan “would undermine the fundamental purposes of the GDPR and the efforts of publishers to comply with the letter and spirit of the law,” they wrote. Google couldn’t be reached for comment, according to the Reuters report.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

It is the right time to support our high-impact reporting and authoritative and technical information with some of the best correspondents in the industry. Readers can power Indian Printer and Publisher’s balanced industry journalism and help sustain us by subscribing.

– Naresh Khanna

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