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© Copyright egta 2017. All rights reserved.
Introduction:
The EU General Data Protection Regulation
(‘GDPR’) will enter into force on 25
th
May 2018 in
all EU Member States, replacing the current Data
Protection Directive which dates back to 1995.
The GDPR builds on existing rules but introduces
significant changes: therefore, any organisation
processing personal data needs to carry out a
thorough examination of its activities in order to
ensure compliance with the new framework.
This requires important internal adjustments as
well as coordination across the advertising value
chain.
With only a few months to go, sales houses
should already be quite advanced in their adoption
process, not only because of the responsibility
towards users and the risks in terms of brand
image, but also because of the considerable
economic sanctions that the GDPR introduces (up
to 4% of a company’s annual global turnover or €20
million, whichever is higher).
However, a survey carried out by egta among its
members in May 2017 showed that less than
50% of CEOs interviewed had prepared for GDPR
implementation.
This publication is designed for TV and radio sales
houses, both as a reminder of the challenges and
questions raised by the GDPR on their day-to-
day activities and as a means of learning from the
experience of other sales houses regarding the
practical issues they have faced in preparing for
this new piece of legislation.
“
We are in regular talks with
advertisers, media agencies
and other third parties who expect
broadcasters and their sales houses
to actively address the challenges
related to GDPR implementation”.
--- RTL Mediengruppe