This Eprivacy Legislation Best Practice Guide is designed to help B2B marketers ensure that they are 
compliant with all the key pieces of marketing legislation – at both a UK and EU level. The Best Practice Guide introduces and explores recent changes to eprivacy law and the use of cookies. It also provides a background on the EU directive and what the consequences for marketers will be.
Privacy has always played an important role when it comes to human rights, but as the number of internet users increase and the issue of storing personal data grows increasingly complex, legislation has been changed and updated to maintain human rights.
Implemented to protect web users, it’s important for marketers to make sure that they fully adhere to the steps detailed in this guide to ensure that they comply with the new laws that are gradually being introduced in the UK. The law on cookies has also changed after growing concerns that brands could be compromising individuals’ data protection as they continue to use cookies to store vast amounts of personal information (e.g. usernames, preferences) on users.
To avoid breaching eprivacy legislation and ensure that they don’t fall foul of the law, a review across multiple online platforms and activities is essential across each individual organisation.
This Best Practice Guide will examine all aspects of eprivacy legislation that B2B brands must take onboard, and give marketers the guidance needed to apply compliance of the EU Information Commissioner’s Office (ICO) legislation on data collection.
This guide will help you:
• Become familiar with the four primary pieces of eprivacy legislation – get a background on the fundamental elements.
• Develop an understanding of cookies – different types and where they are used.
• Interpret the EU eprivacy directive – how the UK is affected and what procedures to have in place.
• Prepare for the phase-in period of the legislation – avoid penalties and fines.
This guide covers:
• Strategy – advice on how to develop your strategy around the marketing, holding and use of data held on customers and prospects.
• Cookie law – the history of the cookie and how the can improve efficiency.
• Legal issues – the privacy of personal information is becoming a more prominent issue.
• Goals of the legislation – what this means for marketers.
Section 1 – Introduction to legislative environment
1.1 Overview of the legislative landscape and environment
1.2 Data Protection Act 1998
1.3 PEC Regulations
1.4 Human Rights Act (HRA)
1.5 Law of confidence
1.6 Recent evolutions
1.7 Fines and penalties
1.8 Expected future development
Section 2 – Background to cookies
2.1 The origin of cookies
2.2 Different types of cookies
2.3 How do cookies work?
2.4 Where are they used?
2.5 Pluses and minuses of cookies
2.6 Cookie legislation
2.7 A balanced perspective
Section 3 – The EU directive on eprivacy
3.1 EU and the law – background
3.2 Development of the EU eprivacy directive
3.3 Objectives of the legislation
3.4 How does it affect the UK?
3.5 What are the timeframes for the UK?
3.6 What are the penalties for non-compliance?
3.7 Grey areas and issues for interpretation
3.8 Becoming compliant – what to do and when
3.9 Who to involve in the compliance procedure
Section 4 – Implications for marketers
4.1 The role of the ICO and their own approach
4.2 So what should the worried marketer do?
4.3 Keep calm and carry on
4.4 Steps for B2B marketers to take
4.5 Implications for technology or data service providers
4.6 The implications for traditional channels
4.7 Conclusion
This guide is suitable for:
- Marketing directors
- Heads of marketing
- Marketing managers
- Marketing executives
- Heads of social media
- Anyone involved in the process of defining – or re-defining social media strategies.
