European privacy laws and spam regulations form the Directive on Privacy and Electronic Communication (EU E-Privacy Directive). Although the main goal of the regulation is outlined by the E-Privacy Directive, each country is free to interpret it into local law. This lack of consistency means that each EU member state has different email and privacy laws.
The new law – The General Data Protection Regulation (GDPR) – aims to bring together local laws in a bid to create a uniform email regulation that is consistent across all EU member states. GDPR is not a directive, it is a legality which will come into immediate effect on May 25th this year and apply to all EU countries.
So what does this mean for email marketers and what impact, if any, will this have on the email industry?