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Nor are opt-ins where, for example, the opt-in was given through a checkbox that was pre-checked.An even bigger issue for digital marketing is that these rules apply to existing data, not just new subscribers and customers.Failure to opt out will not be considered valid consent.Consent must also be granular, with separate options being provided to subscribers. Passive consent has been shown to have a higher conversion rate which is, presumably, why so many digital marketers have relied on passive consent in the past.Therefore, the majority of marketing data that businesses hold does not meet The GDPR standard for consent.It is inevitable that the GDPR will result in marketing databases shrinking, but there are steps that businesses can be taking now to make sure they can continue to use as much of the data they hold as possible after 25th May 2018 when the GDPR is enforced.What effect will this have on their ability to sell their products and services?What about the value of their business which, for many, is largely the value of their customer data.

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From 25th May 2018, all marketing permissions must be “opt-in”, with a “clear affirmative action” required.Important Disclaimer There is a lot of conflicting information available online and even the lawyers and consultants I have spoken to disagree with each other.I am a digital marketer and entrepreneur, not a lawyer.Giving individual the option to tell you that they are happy to receive marketing from your in the future.The issue is that the GDPR standard for consent is much higher than the majority of businesses will have met in the past.

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