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Hosting Thoughts & Reflections

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Putting a Positive Spin on GDPR

3rd May 2018 by Michele Leave a Comment

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The General Data Protection Regulation (GDPR) comes into force in a couple of weeks and so companies around the world are swamping our inboxes with updates to their terms of service. While dealing with GDPR can be a “pain” at many levels, there are definitely some positive aspects to it.

Under GDPR consumers get more control over their data and how companies get to handle it.
That is NOT a bad thing.

Unfortunately most companies aren’t seeing this change as a positive and are merely rolling out legally compliant changes to their policies and processes. I’ll admit we’ve fallen into that trap too!

However there are a couple of companies who are taking this opportunity to put a very positive spin on the changes. One company that has done this really well is the shoe company Clarks.

Here’s what they sent me this morning:

Clarks GDPR Privacy notification email

I love this.

They’ve taken what most companies are seeing as a banal bit of red tape and have turned it into a branding opportunity. Not only will they communicate to you about a change, but they’re also using that to remind you about what their brand vision is.

Well done!

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Filed Under: communication, policy Tagged With: brand, branding, GDPR, legal, marketing, privacy

Michele Neylon is the founder and managing director of Ireland’s largest registrar and hosting provider Blacknight.
Michele is an active and often outspoken member of the Internet industry both in his native Ireland and internationally.
He is actively involved in Internet policy development, and has served as a member of ICANN’s GNSO Council as a representative of domain registrars. He is also involved with policy development for several domain registries, including .IE, .EU and .US. He previously served as chair of i2Coalition and is a member of the Names and Numbers Steering committee of eco. Michele received the Irish Internet Association Net Visionary Award in 2013 and was named one of Ireland’s 30 Technology Disruptors at The Spiders Awards in 2019.

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