On May 25 2018, the GDPR (General Data Protection Regulation) went into effect, changing how companies around the world deal with the personal data of people residing in the EU.

At Showpad, we take data security and privacy seriously. With a corporate headquarters in Ghent (Belgium), and North American headquarters in Chicago (US), we will continue to be at the forefront of the latest changes. This gives our customers enough information to be compliant while offering them the flexibility to make changes according to their organizational needs.

First, the EU wants to give consumers more control over how their personal data is used. The current law was put in place before recent cloud technology advancements that make it easier for companies to access and use consumer data. With the new law, the EU hopes to regain consumer trust in an age where data exploitation has become common.

Second, the EU wants to give businesses simple and clear rules for the use of consumer data, and make the regulation identical throughout the EU to avoid claims of misunderstanding and confusion.

Businesses need to be ready. Consumer and business data will always play an important role in the practice of sales and marketing, so companies that conduct business in the EU must learn how to collect and analyze this data ethically and adhere to the new regulation.