Legal bases for the GDPR implementation in marketing

Abstract

Business entities carrying out marketing activities are among those which are fundamentally affected by the protection of personal data provided by the GDPR Regulation. Personal data is part of a personal identity and a very valuable and strategically important commodity these days. The importance of this legislation therefore is that it unifies the protection of personal data of individuals across the EU, it is directly applicable legislation. Business entities work with personal data from existing or potential customer when implementing marketing activities. The successful application of GDPR to marketing of business entities assumes a very good knowledge of this legislation and the ability to apply it correctly to the various processes and procedures that the business entity or marketing agency implements in the marketing field. All personal data controllers and processors are required to introduce technical, organizational and procedural measures in accordance with the GDPR. No matter how big the institution or business entity is. This subject is very broad. With a view to the limitation of this contribution, the main aim is therefore to present and discuss only some selected aspects of this issue (knowing that a number of other sub-themes will be worked in the future), to highlight a number of questions that arise in relation to this theme, to outline the potential direction and methods of the future research.