Seven years after GDPR came into effect, data privacy continues to shape marketing worldwide. Discover how the regulation has evolved, what it means across regions, and how marketers can use trust and transparency to build stronger customer relationships.
The General Data Protection Regulation (GDPR) has changed how organizations manage personal data and continues to impact businesses worldwide.
Now that GDPR has hit this seven year milestone, it’s a good time to pause and consider what we’ve learned and how data privacy has influenced marketing, trust, and business practices around the world.
What is GDPR?
GDPR was introduced by the European Union (EU) and it’s a data protection law meant to protect EU citizens’ privacy and personal data. It came into effect on 25 May 2018, giving people a greater say over their personal information while adding transparency in how businesses collect, store, and use it.
For marketers, GDPR means:
- Getting explicit consent before using personal or customer data
- Collecting only what’s necessary and keeping it secure
- Allowing customers to access, correct, or delete their data
- Being accountable for data protection
To comply with GDPR, organizations need get permission before using personal and customer data. You can do this by including a consent clause in the terms and conditions during the sign-up process. Organizations that don’t meet GDPR standards risk facing fines and damage to their reputations, and this does happen!
Why data privacy is important to us
At Dotdigital, data privacy is central to how we operate, how we assist our clients, and how we build trust with our customers. Here’s why it matters:
1. Trust is the foundation of marketing
Our business is based on serving brands by connecting them with their customers. Respecting privacy ensures that those connections are authentic and long-lasting. If customers trust us to handle their data responsibly, they will be more likely to engage with us, share their preferences, and act upon our marketing efforts.
2. It drives better business outcomes
Privacy-first marketing is smart. We collect first-party and zero-party data in an ethical way to help brands create more personalized experiences that deliver real results, from higher engagement to stronger loyalty.
3. It connects to our values
At Dotdigital, we’re committed to empowerment, transparency, and integrity. Being responsible with data isn’t only about compliance but also about acting in accordance with our values and showing our clients how it’s done.
4. It future-proofs marketing strategies
With constantly changing regulations, the rise of AI, and other technological shifts that are redefining marketing, building privacy into campaigns prepares your business for whatever comes next. We help brands stay one step ahead, using privacy as a differentiator rather than a limitation.
5. It’s about relationships, not just data
At its core, marketing is about people. By protecting and respecting personal information, we strengthen customer relationships, build trust, and enable brands to offer meaningful experiences that customers value.
Key developments since GDPR
Here’s some of the key developments in data protection since GDPR was implemented:
1. Rise in consumer expectations and awareness
GDPR has made consumers more aware of their rights. People now expect transparency, accountability, and ethical management of their data. Brands that meet these expectations gain customer loyalty and engagement, while those that ignore them risk losing trust.
Today, marketers need to focus on the customer in their strategies, using data responsibly and ethically. A privacy-first approach is not just about following rules; it is a competitive edge that can help you build long-lasting relationships.
2. Data collection and the decline of cookies
Cookies, which are small files that store browsing information, were once common for personalization. GDPR changed that. Websites now must inform users about cookies and get consent before using them.
This shift toward privacy has sped up the phase-out of third-party cookies, leaving first-party and zero-party data as the basis for personalization. Brands that adjust to this change use resources effectively and provide better customer experiences.
3. National data protection authorities(DPA)
Each EU member country has a DPA that enforces GDPR. These authorities not only issue fines but also offer guidance, best practices, and support to help organizations comply.
Fines can be significant, but DPAs also provide resources to help brands understand how to protect personal data. The takeaway is that GDPR compliance and proactive guidance work together.
4. Data breach reporting
GDPR has changed the game for data breach reporting. With a strict 72-hour time frame organizations must act swiftly and communicate breaches to their customers if personal data has been compromised.
GDPR requires organizations to report data breaches within 72 hours and clearly communicate with affected individuals. High profile breaches, like those of British Airways, Boots, and the BBC, have suffered cyber security attacks that led to employee personal data exposure. AT&T also experienced a breach in March 2023, affecting 9 million customers. The breach compromised customers’ first names, wireless account numbers, phone numbers, and email addresses. High-profile breaches highlight the results of poor data handling.
Being open and proactive during a breach isn’t just a simple requirement; it helps protect your brand reputation and shows respect for customer trust.
5. California Consumer Privacy Act(CCPA)
GDPR’s impact goes beyond Europe. The California Consumer Privacy Act (CCPA) and other international laws follow GDPR’s principles, giving consumers similar rights around the world. We cover this in more detail in the next section.
6. Brexit and UK GDPR
After Brexit, the UK set up its own GDPR framework. Businesses transferring data between the EU and UK must comply with both sets of rules. This adds complexity but also offers a chance to standardize privacy practices across markets. See the next section for more information on this.
GDPR around the world: what marketers need to know
Understanding GDPR can feel tricky, especially when you’re operating across multiple regions. Here’s a quick guide to how it affects different markets:
European Union (EU)
GDPR originated in the EU, so it’s fully enforceable here. Companies handling the data of EU citizens must:
- Collect data lawfully and transparently
- Get clear consent for marketing communications
- Allow people to access, correct, or delete their information
- Report data breaches quickly
Non-compliance can result in fines of up to 20 million euros or 4% of global turnover. For EU-based marketers, GDPR is a baseline for all data-driven activities.
United Kingdom (UK)
After Brexit, the UK introduced its own version of GDPR, often called UK GDPR. While it mirrors the EU’s rules closely, businesses transferring data between the EU and UK must comply with both frameworks. This is a chance to standardize privacy practices across markets and ensure consistent data protection.
United States (US)
The US doesn’t have a single national law like GDPR, but several state laws, including the California Consumer Privacy Act (CCPA), reflect GDPR principles. Companies marketing to US consumers need to understand:
- State-level privacy laws vary, so compliance is not one-size-fits-all
- Transparency and consent are becoming increasingly important
- Following GDPR best practices can help navigate US regulations and build trust
Rest of the world
Many countries have adopted GDPR-inspired privacy laws, including Brazil, Canada, Japan, and South Korea. While each law has local differences, the common themes remain the same, such as:
- Transparency
- Consent
- Accountability
For global brands, treating GDPR as the “gold standard” ensures responsible marketing no matter where you operate.
Key takeaway:
GDPR has shaped privacy expectations worldwide. Building your marketing strategies around transparency, consent, and ethical data use helps you stay compliant, win trust, and deliver better experiences for customers everywhere.
GDPR today, where are we now?
Fast forward seven years and GDPR continues to shape how marketers collect and use data, particularly with things like everyday digital campaigns to emerging technologies like social platforms and AI:
Social media
Privacy breaches in tech shows us that GDPR remains relevant:
- Meta’s €1.2 billion fine for transferring EU user data to the US shows the risks of mishandling personal data
- TikTok’s investigations in several countries remind us that even global platforms must prioritize compliance
Fines can be as high as 20 million euros or 4% of global turnover for serious breaches, highlighting that privacy is essential for business.
Artificial intelligence (AI)
Meanwhile, AI technology brings new challenges too. Algorithms can process vast amounts of data, but GDPR requires legal bases, safeguards, and transparency. Automated decisions must be explainable, and marketers must ensure AI respects data rights. And so, in this case, data protection impact assessments (DPIAs) are important for protecting privacy while using AI.
GDPR impact on marketers
GDPR has changed how marketers work. Preference centers give customers control over communication choices, leading to more personalized and meaningful experiences. Brands that honor these preferences tend to do well at building trust and loyalty.
Apple’s Mail Privacy Protection (MPP) adds another layer, stopping tracking of open rates and IP addresses. This emphasizes the importance of trust and first-party data over traditional tracking metrics.
Helpful tip:
Since open rates have become no longer reliable, we recommend focusing on clicks instead, a metric you can use in our platform using your eRFM model.
How marketers should adapt
1. Prioritize zero and first-party data
Collect insights directly from customers and let them manage their marketing preferences. This zero-party data helps you improve things like user experience, ensures compliance, and lessens reliance on third-party cookies.
2. Reinforcing contextual targeting
To promote privacy, focus on showing relevant ads or personalized product recommendations to your customers. This way, you can ensure your content matches your users’ browsing behaviors. This helps to build trust with customers, as they know their data is being used responsibly. It also helps to build customer loyalty, as customers are more likely to stay with a company that respects their privacy.
3. Using consent insight systems
Using a consent insight tool makes it easy to track and manage customer consent across your marketing channels. It’s a simple way to protect personal data and stay GDPR-compliant, while giving customers clear control over how their information is used. With built-in opt-in and opt-out options, you can empower people to choose what works for them, building trust and stronger relationships in the process.
4. Focus on trust and transparency
Put trust and transparency at the heart of your marketing. Compliance is just the starting point; real engagement comes from being open about how you collect, use, and protect customer data. When customers understand and trust your approach, they’re more likely to stay connected.
How Dotdigital can help you with GDPR
Our goal is to help you meet your marketing goals, and deliver an exceptional customer experience while complying with GDPR. As a data processor, we have taken steps to ensure compliance with Article 28 of GDPR. At Dotdigital, we prioritize the security of both your data and ours, which is why we consistently review and update our GDPR measures. We’ve put the necessary measures in place to keep your data safe and secure. We can help you be a responsible marketer by:
Technology that meets your needs
At Dotdigital, we understand the importance of your data and how it is managed. As a business accredited with ISO 27001, you can trust us to handle your data securely. We prioritize data protection and have a range of tools in place to make it convenient for you to do the same. Our Data Watchdog is a distinctive feature that monitors any suspicious or hazardous data. With our strict compliance, you can work efficiently with peace of mind.
Contractual commitments
Our partnerships are backed by contractual commitments that encompass strong security standards, comprehensive support, and timely notifications, all aligned with GDPR requirements. You can trust that we prioritize your data’s security and privacy.
Sharing our experience
We gather insights from reputable sources, including data protection authorities and other trusted organizations. By sharing this knowledge, we empower you with the latest information to navigate the GDPR landscape.
Partner with Dotdigital to ensure your data protection practices align with GDPR regulations. This will give you peace of mind and enable you to focus on your business goals. To understand GDPR better, we recommend reading through our FAQ section.
Final thoughts
Seven years on and GDPR continues to shape how brands connect with their customers. What began as a compliance requirement has evolved into a cornerstone of responsible, trust-led marketing. Marketers who embrace privacy-first strategies are building stronger, more meaningful relationships with their customers.
At Dotdigital, we believe privacy and performance go hand in hand. By putting people first, brands can unlock smarter personalization, deeper engagement, and lasting loyalty, all while staying compliant and confident about the future.
