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Training: General Data Protection Regulation - London

Training: General Data Protection Regulation - London

All forms of one to one marketing are affected by privacy legislation and the General Data Protection Regulation. New rules for processing personal data, profiling, consent, and individual rights will all need to be taken into account.

You will learn:

  • How the new law defines personal data (Consumer and B2B)
  • What constitutes “profiling”
  • What individuals need to be told about processing for marketing purposes
  • How consent will need to be obtained
  • When data processors can be liable 
  • Coping with the new individual right to be forgotten
  • What the database will have to store

Programme Includes: (1 day course)

We also offer an Award in General Data Protection Regulation (Award GDPR) and by participating in this 1-day training course you will gain complimentary access onto this qualification.

How we got a new General Data Protection Regulation

  • What were the drivers for the new Regulation and who had a say in how it turned out
  • How the transition from the current regime into life under the GDPR will be managed 
  • Did the final compromises help marketers?
  • Will the old laws be replaced and when?
  • How will electronic communications be affected?
  • How will the new law be enforced?

Key Definitions and scope

  • What the new terms, such as personal data, consent and profiling mean
  • The global scope of the new legislation 
  • Who is affected by the Regulation and what are the responsibilities?
  • Is offshore marketing covered?

Changes for marketers

  • What consent will look like
  • Will the “soft opt-in” for email survive
  • How “Legitimate Interests” can help
  • What profiling is covered
  • The use of data will have to be much more transparent – So what do individuals need to be told and how?

Database impacts

  • What will you need to record to support legal processing?
  • Can your current database cope with significant detail about consents and objections?
  • What are Privacy Impact Assessments and when will you have to undertake them?

Using processors

  • Who has liability if there is a breach?
  • What do contracts need to cover to ensure that processors have protected themselves?
  • What if the Data Controller is overseas or ceases to trade?

Individuals’ rights

  • New right to be forgotten and to have data erased. How to honour objections and complex suppressions
  • Enhanced rights of access to personal data
  • User experience and customer service implications

Getting ready for the Regulation

  • What does the Regulation mean for your business?
  • How to undertake a GDPR impact assessment
  • Preparing an action plan for pre-implementation 

Rosemary Smith Hon F IDM , Director, Opt-4

Rosemary began her career in publishing and then worked in the data business for Mardev and Acxiom going on to start her first business, RSA Direct in 2003.

In 2004, with partner Jenny Moseley, she set up Opt-4 which advises organisations on UK and international data protection compliance and the maximization of marketing permissions. In 2014 she became co-founder of the Data Protection Network which offers advice and events for anyone involved in data compliance.

Rosemary has helped to shape the regulatory framework for marketing through extensive trade association involvement including chairmanship of the Direct Marketing Association’s Board. She is currently Chair of the DM Trust. She has been an IDM tutor since 2004 and was made an Honorary Life Fellow of the IDM in 2009. 

Simon Blanchard, Senior Associate, Opt-4


Simon joined Opt-4 as an Associate following a career in publishing at Bauer Media (formerly Emap) where he held the group role Head of Data & Online Marketing. Simon also spent some time working with Thomas Cook responsible for CRM  programmes  and  has worked across other sectors including TV  and not for profit.


Simon Morrissey, Partner - Media, Brands and Technology Lewis Silkin, Opt-4

Simon leads Lewis Silkin’s Data Privacy legal practice group and is a member of the Brands and IP and Commercial practice groups. Simon is also a member of the Advertising and Marketing and Technology sector focus groups.

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