How is cold calling still possible under GDPR?
GDPR regulations now provide strict guidelines on the use of personal data. This significantly impacts any data-driven marketing channel, not least of which telemarketing.
As a telemarketing agency, we’ve had many discussions with current and prospective clients around what they can and cannot do under GDPR. In particular, whether they can use personal data to cold call individuals, without explicit consent, to continue to promote their products and services.
GDPR legislation does allow businesses to cold call but this must be done in a responsible way, only where there is a ‘Legitimate interest’ to do so, and where the interests, rights and freedoms of the individual are protected.
Our article looks at how legitimate interest applies as a legal basis for cold calling under GDPR.
It addresses common questions including:
- Can you still cold call?
- What is legitimate interest?
- How do you balance your business interests with individual’s rights?
It also provides best practice recommendations and useful resources in this area.
The processing of personal data for direct marketing purposes may be regarded as carried out for a legitimate interest