How to reach customers in 2022 in line with the legislation

How to reach customers in 2022 in line with the legislation
Articles and interesting facts

Customer outreach, especially targeted outreach, leads to increased sales. If you know who your customer is, what problem they're solving, and have something to entice them - great! In addition to having marketing rules, customer outreach also has ethical and legal rules. So we will focus not only on modern marketing trends, but also on the ethical dimension and, above all, on legislation.

They say that what is not forbidden is allowed. This is also true in marketing. As long as you obtain your client contacts in accordance with the legislation, you can address them as you wish within the legal limits. However, if you indiscriminately bombard all your customers with all kinds of offers and phone calls all the time, it will probably not have a positive effect. Among other things, you will show a certain disrespect for your customers' time. So try a different approach.


Ethical marketing

Ethical marketing assumes a certain introduction of moral standards and ethical guidelines into business and marketing practices. This includes an open-minded approach with regard to cultural and environmental aspects. for example. there may be a more detailed description of the product's composition than that imposed on the manufacturer by current legislation. This style of marketing helps a company to build and maintain a loyal client base. This then provides a steady stream of revenue. Companies with processes that reflect morals and ethics are more likely to retain loyal customers. In contrast, companies that operate with a different set of standards than those presented are likely to lose consumer trust over time.


GDPR and data protection

More than half of customers do not trust companies and do not like to give them their personal data. So it's in your interest to convince customers that you won't pass on their personal data and that you can protect it. Always explain to your customers what you intend to use their data for and the benefits they will receive. You should also always explain how customers can easily withdraw their consent to the processing of their personal data at any time.

→ Tip: Read about the 4 areas of data protection you need to be aware of.


New legislation in 2022

As of 1 January 2022, an amendment to the Electronic Communications Act (127/2005 Coll.) is in force. It mainly concerns cookies and addressing customers. Whereas previously the "opt-out" principle was valid according to the law, the "opt-in" principle is now valid according to the current legislation. This means that you need the active consent of the customer or visitor to your website. Please follow these guidelines:

  • It is sufficient to inform the user about technical cookies, i.e. those that are strictly necessary for the functions of the website. In this case, the active consent of the user is not required.
  • In contrast, active user consent is required for all other types of cookies (marketing cookies, analytical cookies, and preference cookies).
  • You must not have any consent checkboxes pre-ticked on cookie bars; if you specify the option "accept all" in the bars, you must also specify the option "reject all".
  • The user's consent must be voluntary and must not be conditional on anything. Therefore, you cannot deny a user the opportunity to visit the website unless they consent to the processing of cookies.
  • Please provide a link to a document describing how you process cookies. The document should include information about who you are, for what purpose and with what tools you process cookies, and what rights users have, including how they can withdraw their consent.

The issue of cookies is dealt with in detail by the Office for Personal Data Protection. Read its comments on the most common questions about cookies in relation to current legislation.

Be careful if you use telemarketing to reach customers. The principle of "opt-in", i.e. giving active consent, also applies here. The situation is different for phone numbers of existing customers. Once you are in a contractual relationship with them, you still have the option of contacting them. If you use public directories, i.e. now also lists of randomly generated numbers, to contact new customers, it will only be possible to contact them for marketing purposes if the subscriber has explicitly given his or her consent via the directory. This change must be observed after 6 months from the entry into force of the amendment. In the event of a breach, you may be fined up to CZK 50 million or up to 10% of the company's annual turnover.

Don't risk multi-million dollar fines! We can help you with legislation and ensuring the protection of your customers' personal data. Don't hesitate to contact us, we have over 150 successful GDPR audits and implementations across a variety of industries.

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