The document provides an overview and agenda for a data protection training session. It discusses why data protection is important, key terms and principles of the Data Protection Act 1998 and Privacy and Electronic Communications Regulation 2003. It offers practical tips for marketers on obtaining consent, permissions management, sourcing data, and regaining lost permissions. The session aims to help participants understand data protection law and their responsibilities to comply.

1. Data protection 2013
Friday 8 February
#dmadata
Supported by
An introduction to data
protection
Thursday 9 October 2014, Tangible Barge
James Milligan
Solicitor
DMA

2. Agenda
1.00pm Registration and breakfast
1.30pm Why is data protection important?
1.40pm Understanding the law
The Data Protection Act 1998
Key terms
8 Principles
2.40pm Break
3.00pm Understanding the law
The Privacy and Electronic Communications Regulation 2003
Key rules
Key points
3.30pm Practical tips for marketers
4.00pm Summary and questions
4.30pm Close

3. Why is it important?
• It helps us to protect information about ourselves and others
• It helps us avoid damage to the reputation of our organisation
• It makes good business sense – it can increase efficiency and
effectiveness
• It helps us avoid enforcement action by the Information
Commissioner
– both employers and employees can be prosecuted
– companies can face a monetary penalty of up to £500,000 for
major breaches

10. Understanding the law 1
• Data Protection Act 1998 (DPA)
– Came into force 1 March 2000
– Replaced 1984 Act
– Covers doing anything with data
– Applies electronic records and some manual records

11. Key Terms
• Personal data
– any data that can be used to identify a living individual
– Examples of personal data can include:
• Name and address
• Email address (even business email addresses if they are non
generic)
• Name and telephone number
• Photographs
– Only personal data is protected by the DPA
• Sensitive personal data
– any data relating to:
• Health
• Race or ethnic origin
• Political opinions
• Religious beliefs
• Trade union membership
• Sex life
• Criminal proceedings or convictions

12. Key terms
• Processing
– obtaining, recording or holding information or carrying out any
operation on the information including
• Organising
• Adapting
• Retrieving
• Disclosing
• Blocking
• Destroying
• Data subject
– a living identifiable individual to whom the personal data
relates

13. Key Terms
• Data controller
- Determines how data will be used
- Usually owns or rents the data (may be done by 3rd
party on their behalf)
- Required to notify (register) as a controller with the ICO
- May be fined by ICO if any data breaches arise
• Data processor
- Processes data on behalf of controller or other
processor
- Processing can be anything from data storage to
advanced data manipulation and modelling
- Includes companies that manage / broker / collect data
on behalf of others

14. The 8 Principles
• Fairly and lawfully collected
• Processed for specified and limited purposes
• Adequate, relevant and not excessive
• Accurate and kept up to date
• Not kept for longer than necessary
• Processed in accordance with Individuals’ rights
• Security – appropriate technical and organisational measures
• Not transferred outside the European Economic Area (EEA)
unless adequate protections are in place
• (EEA: The 28 member states of the EU, plus Iceland,
Liechtenstein and Norway)

15. Principle 1: Fairly and lawfully
collected
• Fair processing information provided
• Organisation’s identity given
• Purpose of collection made clear
• Further information necessary
• Correct permissions obtained
- Implied consent: opt-out mechanism provided
- Express consent: opt-in mechanism provided
• Sensitive personal data only captured if strictly necessary

16. Principle 2: Processed for limited
purposes
• Only process data for the purpose(s) you told the individual
• Make the purpose(s) clear at the point of data collection
• Change of circumstances – what happens to the data then?
• Subsequent use of data for direct marketing purposes
• Data cleansing – regular and ad hoc

17. Principle 3: Adequate, relevant
and not excessive
• Minimum amount of information required
• Additional information for specific individuals
• Collect data that you will use now
• Collection of data that ‘may be useful’ in the future is not permitted

18. Principle 4: Accurate and kept up
to date
• Take reasonable steps to ensure accuracy (but what is
‘reasonable’?)
• Ensure data is not incorrect or misleading
• Undertake regular data cleansing
• Clean data against the relevant preference service files and other
appropriate cleansing files

19. Principle 5: Not kept for longer
than necessary
• Keep for as long as purpose collected for
• Suppression lists

20. Principle 6: Processed in
accordance with the rights of data
subjects
• Subject access requests
• ‘Where did you get my data from?’
• Right to prevent direct marketing
• Customer service / legally required communications – no opt-out
provision required
• Right to have inaccurate data corrected

21. Principle 7: Technological and
organisational security
• Data security must be appropriate – take account of:
– Current state of technological development
– Cost of implementing security measures
– Potential harm that could result from a data breach
– Nature of data to be protected – non/sensitive?
• Need for risk assessment and risk management techniques
• Record your findings and assessments

22. Principle 7: Technological and
organisational security (continued)
• Ensure adequate organisational data security measures
• Prevent unauthorised as well as unlawful processing or disclosure
of data
• Security measures by data controller and data processor
• Data processing and transfer agreements in place
• Staff training
• Data access on a ‘need to know’ basis – individual log-ins only
• Secure disposal of data – internally/externally - keep records

23. Principle 8: Processed within the
EEA unless adequate protection in
place
• Data can be freely transferred within the EEA (providing data
transfer agreements are in place)
• Do not transfer data unless the country (destination and countries
data is routed via) have an adequate level of data protection
• Need to inform individuals before transferring their data outside
the EEA but do not need their consent

24. Understanding the law 2
• Privacy and Electronic Communications Regulations 2003 (PECR)
– Came into force 11 December 2003
– Covers electronic communications – email, telephone, SMS

25. Key rules
• Sender must not conceal their identity
• Communication must have valid address where opt-outs can be
sent
• Opt-in required for individuals (B2C)
• Soft opt-in/existing customer exemption – available:
– When you are collecting the address/mobile number in the sale
or negotiations for the sale of a product or service;
– You only send communications about similar products and
services;
– You provided an opportunity at time of collection to opt-out.

26. Key points
• Existing customer exemption: Not an excuse for unsolicited contact
where correct permissions were never obtained
• B2B – Opt-out and marketing message needs to directly relate to
the work they do.
• Subject headers in emails must be clear and accurate
• Free and simple-to-use opt-out method must always be provided
• Action unsubscribe requests promptly – add to internal suppression
file
• Maintain different flags for different types of communication –
helps to avoid general opt-outs for all channels

27. Practical tips for marketers
• Data capture forms
• Marketing permissions
• Sourcing data
• Regaining lost permission

28. Data capture forms
• Key information to include;
– Why the data is being requested
– What the data will be used for
– Provision of an opt-in/out for marketing
– Marketing channels to be used
– Link to privacy policy
• Key information to include in privacy policy
– How the data subject can opt-out of marketing
– If the data will be processed outside the EEA
– How long the data will be kept for
– How to make a subject access request
– How to make a complaint regarding use of data

29. Marketing permissions
Own marketing 3rd party marketing Own marketing 3rd party marketing
Mail opt-out
opt-out (MPS
screening) opt-out opt-out
Telephone opt-out
opt-out (TPS
screening) opt-out
opt-out (TPS/ CTPS
screening)
Email
opt-in/ soft opt-
in opt-in
opt-in (unless
corporate
subscriber
exemption)
opt-in (unless
corporate subscriber
exemption)
SMS
opt-in/ soft opt-
in opt-in opt-in opt-in
Fax opt-in opt-in opt-out
opt-out (FPS
screening)
B2C B2B

30. Sourcing data/ Due diligence
• Who compiled the list? When? Has it been amended or updated
since?
• When was consent obtained?
• Who obtained consent and what was the context?
• Was it opt-in or opt-out?
• Was information provided clearly and intelligibly? How was it
provided?
• Did it list organisations by name, by description, or any third party?

31. Regaining lost permissions
• Why was permission lost:
– Poor customer service?
– Poor communications timing?
– Inappropriate offers?
– In-house technical issues – permissions not recorded on CRM
system
• Revalidation exercise – obtaining up-to-date data
• Can very occasionally include request regarding marketing update
in a service message providing it is a minor part of the message
• If you have only lost permission for certain channels, contact via
another channel to update permissions

32. Determining whether data
controller or data processor
• Look at activities each party is carrying out
• Data Controller – over-arching decisions
• Data Processor – freedom to use technical knowledge
• If both parties working well together and dealing with data
protection compliance – no real issues
• Important to determine for when things go wrong e.g. data breach
• Establish roles and responsibilities before work starts
• Obligations of both parties under DPA 1998
• Need for operational guidance behind data processing contract
• Remember that a data processor will also be a data controller in
respect of own employees .

33. Summary and questions?
Switchboard: (020)7291 3300
Legal helpdesk: legaladvice@dma.org.uk
My direct email: james.milligan@dma.org.uk