An overview of the data protection regulations which are currently on the table, along with views on why they could be a good thing.

1. The proposed EU Data
Protection regulations
7th March 2014
…and why we love them

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IT’S GETTING HARDER TO GET THROUGH
TO THE PEOPLE WE COMMUNICATE WITH

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[Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press Jan 2014]
AVERAGE ATTENTION SPAN OF A
CONSUMER
2000
12 seconds
2013
8 seconds

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ADVERTISING BOMBARDMENT IS
INCREASING
…of us say we receive
too many ads and
promotions online.
66%
[Research by UpStream/YouGov, February 2012]

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1,576
2,608
4,247
2005-2008 2008-2011 2011 onwards
DATA BREACHES ARE ON THE UP
Source: http://www.databreaches.net/

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CONSUMERS ARE TAKING CONTROL
We’ve all become more selective with our attention and who we share data with.

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CONSUMER INSIGHTS FROMFAST.MAP
• Online market research and insights to their
own dedicated consumer panel
• Insight Partner to the DMA
• Experts in Data Protection research
• Work across all marketing
communication sectors
• Interviewed 1,175 consumers around their
attitudes to sharing their data
• Infographics available at the end

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PEOPLE ARE CONCERNED
How concerned are you about the security of your data given recent news?
…are concerned or very
concerned about the
security of their data
83%
Source: fast.MAP online survey, February 2014 www.fastmap.com

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4%
8%
8%
9%
12%
14%
20%
23%
34%
35%
46%
73%
Other
Publishers
Software/Gaming
Car manufacturers
Quangos
Charities
Clothing retailers
Telecoms
companies
Supermarkets
Online retailers
Utilities
Banks
WHO PEOPLE SHARE WITH
People are picky about who they give
their data to.
They to see value.
They need clarity as to why they are
being asked to share.
Source: fast.MAP online survey, February 2014 www.fastmap.com

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0%
7%
30%
38%
50%
51%
52%
56%
58%
73%
78%
81%
84%
Other
Banking details
Income
Phone number
Number of children
Type of car
Shopping preferences
TV viewing habits
Address
Marital Status
Age
Name
Email address
WHAT THEY SHARE
People are more comfortable
providing email address than
home address or phone
number.
Source: fast.MAP online survey, February 2014 www.fastmap.com

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WHY THEY AGREE TO SHARE
1%
22%
28%
29%
31%
40%
41%
52%
Other
Never
When given for a specific
reason
Easy to revoke access
When opening a new account
In return for something of
value
Required for managing my
account
Safely and securely managed
Source: fast.MAP online survey, February 2014 www.fastmap.com

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THERE ARE MORE AND MORE BARRIERS
Ad bombardment
+
Eroding trust
+
Privacy concerns
=
People selective about
What they share
When they share it
Who they share it with

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New EU data protection
regulations will make it
even harder to gain
permission to talk to
your customers.
AND TO TOP IT OFF…

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Opt-in for all channels
Data must be erased on demand
Profiling requires explicit consent
Third party access requires
permission
Move to free access to personal
data
€100m+ fines for breach
SO WHAT ARE THE KEY REGULATIONS?

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THE KEY CHANGES
NOW PROPOSED
CONSENT Opt out for some media Opt in across all media
PROFILING &
3RD PARTY USE
No additional permission
required
Explicit consent required
ACCESS TO DATA Chargeable Must be free
SUPPRESSION
REQUESTS
Data can be flagged “Do Not
Contact”
Data must be erased

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SO WHAT DO WE THINK?

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A HUGE OPPORTUNITY AWAITS
Look at your brand from your customer’s
perspective.
Open the door to new relationships.
Be more attractive.

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EMBRACE INDIVIDUALITY
Each one of us is different,
with our own distinct
personality, passions, loves and
hates.
We’re individuals.
We respond to individual
treatment!

21. Copyright 2014 Tangible. All rights reserved.
AVAILABLE TO YOU:
• Our White Paper further pulls
together the salient points of the
new regulations.
• Come and see us afterwards to
speak more about how your
business can approach the new
legislation.