{"id":2250,"date":"2018-01-05T11:31:54","date_gmt":"2018-01-05T11:31:54","guid":{"rendered":"https:\/\/www.firetext.co.uk\/blog\/?p=2250"},"modified":"2023-02-10T15:45:53","modified_gmt":"2023-02-10T15:45:53","slug":"data-as-we-know-it-is-changing","status":"publish","type":"post","link":"https:\/\/www.firetext.co.uk\/blog\/data-as-we-know-it-is-changing\/","title":{"rendered":"Data as we know it is changing."},"content":{"rendered":"<p>New data protection laws are due to come into force in May 2018 and will change how you do business and how you manage your customer data and you need to prepare. Marketing and communication has moved along rapidly in the last 20 years, but unfortunately the data protection act which protects us and our customers right to privacy hasn\u2019t moved with it, until now.<\/p>\n<p>The General Data Protection Regulation (or GDPR) will apply to everyone processing personal data and will have implications on all aspects of your marketing, including SMS.<\/p>\n<p><!--more--><\/p>\n<p>As the <a href=\"https:\/\/ico.org.uk\/for-organisations\/guide-to-the-general-data-protection-regulation-gdpr\/lawful-basis-for-processing\/\">ICO explain here,<\/a>&nbsp;&#8220;you must have a valid lawful basis in order to process personal data. There are six available lawful bases for processing. No single basis is \u2019better\u2019 or more important than the others \u2013 which basis is most appropriate to use will depend on your purpose and relationship with the individual.&#8221;<\/p>\n<h4>What do SMS marketers need to know?<\/h4>\n<p>Although things are changing, it\u2019s pretty-simple in terms of what you need to do to ensure you are managing your SMS contact data in compliance with the new GDPR. Making a couple of tweaks to your data collection process now could save you a lot of time and ensure you\u2019re prepared for the changes in May.<\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.firetext.co.uk\/blog\/wp-content\/uploads\/2018\/01\/schedule.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2251\" src=\"https:\/\/www.firetext.co.uk\/blog\/wp-content\/uploads\/2018\/01\/schedule.png\" alt=\"\" width=\"700\" height=\"326\" srcset=\"https:\/\/www.firetext.co.uk\/blog\/wp-content\/uploads\/2018\/01\/schedule.png 700w, https:\/\/www.firetext.co.uk\/blog\/wp-content\/uploads\/2018\/01\/schedule-300x140.png 300w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a><\/p>\n<h4>Your mobile numbers must be obtained in line with new regulations<\/h4>\n<p>There are two ways you can collect numbers for SMS marketing:<\/p>\n<p><span class=\"bolder pink\">Positive Opt-in<\/span><\/p>\n<p>If your customers have positively opted in to receiving marketing communications by SMS from you then you can send them text messages. They can opt-in on data collection; perhaps by ticking a box to confirm they would like you to contact them in this way, or opting in via a text keyword which is advertised with clear information on what they are opting in to. Whichever way they opt-in, it must be clear and concise on how you will contact them and with what information to ensure there\u2019s transparency.<\/p>\n<p><span class=\"bolder pink\">Legitimate Interests<\/span><\/p>\n<p>You can contact recipients who have provided you with their mobile number perhaps during a transaction or on sign-up on the basis of <a href=\"https:\/\/ico.org.uk\/for-organisations\/guide-to-the-general-data-protection-regulation-gdpr\/lawful-basis-for-processing\/legitimate-interests\/\">legitimate interests<\/a>, as long as you also offer an opt-out to SMS marketing at the time of collecting the mobile number. You can continue to send SMS marketing messages provided you provide them with an easy way to opt-out on every message.<\/p>\n<p>To find out more about legitimate interests, the ICO have <a href=\"https:\/\/ico.org.uk\/for-organisations\/guide-to-the-general-data-protection-regulation-gdpr\/lawful-basis-for-processing\/legitimate-interests\/\">detailed information here.<\/a><\/p>\n<h4>You must always provide an opt-out<\/h4>\n<p>Under PECR law, you must include an opt-out function in your SMS campaigns to give customers the option to stop receiving communication from you if they wish to.<\/p>\n<p>There\u2019s lots of information and resources on both the <a href=\"https:\/\/dma.org.uk\/gdpr\">DMA<\/a> and <a href=\"https:\/\/ico.org.uk\/media\/1624219\/preparing-for-the-gdpr-12-steps.pdf\">ICO<\/a> websites if you need help preparing for GDPR. When it comes to your SMS data, we&#8217;ve been working closely with the DMA in collating the most useful news and updates here on the blog.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>New data protection laws are due to come into force in May 2018 and will change how you do business and how you manage your customer data and you need to prepare. Marketing and communication has moved along rapidly in the last 20 years, but unfortunately the data protection act which protects us and our [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":2251,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[41],"tags":[36],"class_list":["post-2250","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gdpr","tag-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Data as we know it is changing. - SMS Marketing Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.firetext.co.uk\/blog\/data-as-we-know-it-is-changing\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Data as we know it is changing. - SMS Marketing Blog\" \/>\n<meta property=\"og:description\" content=\"New data protection laws are due to come into force in May 2018 and will change how you do business and how you manage your customer data and you need to prepare. Marketing and communication has moved along rapidly in the last 20 years, but unfortunately the data protection act which protects us and our [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.firetext.co.uk\/blog\/data-as-we-know-it-is-changing\/\" \/>\n<meta property=\"og:site_name\" content=\"SMS Marketing Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/firetext.co.uk\/\" \/>\n<meta property=\"article:published_time\" content=\"2018-01-05T11:31:54+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-02-10T15:45:53+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.firetext.co.uk\/blog\/wp-content\/uploads\/2018\/01\/schedule.png\" \/>\n\t<meta property=\"og:image:width\" content=\"700\" \/>\n\t<meta property=\"og:image:height\" content=\"326\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Holly Barber\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@firetext_uk\" \/>\n<meta name=\"twitter:site\" content=\"@firetext_uk\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Holly Barber\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.firetext.co.uk\/blog\/data-as-we-know-it-is-changing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.firetext.co.uk\/blog\/data-as-we-know-it-is-changing\/\"},\"author\":{\"name\":\"Holly Barber\",\"@id\":\"https:\/\/www.firetext.co.uk\/blog\/#\/schema\/person\/fbd04606e14fca821589bba7405e5d61\"},\"headline\":\"Data as we know it is changing.\",\"datePublished\":\"2018-01-05T11:31:54+00:00\",\"dateModified\":\"2023-02-10T15:45:53+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.firetext.co.uk\/blog\/data-as-we-know-it-is-changing\/\"},\"wordCount\":492,\"publisher\":{\"@id\":\"https:\/\/www.firetext.co.uk\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.firetext.co.uk\/blog\/data-as-we-know-it-is-changing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.firetext.co.uk\/blog\/wp-content\/uploads\/2018\/01\/schedule.png\",\"keywords\":[\"Latest News\"],\"articleSection\":[\"GDPR\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.firetext.co.uk\/blog\/data-as-we-know-it-is-changing\/\",\"url\":\"https:\/\/www.firetext.co.uk\/blog\/data-as-we-know-it-is-changing\/\",\"name\":\"Data as we know it is changing. - 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