Breaking the myth

How your marketing activities can benefit from The General Data Protection Regulation (GDPR)

The GDPR will be applicable in all EU Member States as of the 25th of May 2018. Its objective is to reinforce consumers’ rights, whilst simplifying business’ regulatory environment. PwC and Law Square experts joined forces to shed some light on the impact of the GDPR on direct marketing activities.

Today, very few are aware of the GDPR’s impact on their direct marketing activities and even less are aware of the actions they need to take next. Many fear the GDPR due to its stricter rules on using consent as a legal basis for the processing of personal data, when in fact, the GDPR is not a threat for marketing activities when approached in the right manner and in any case represents an excellent opportunity to analyse and re-think an organisation’s current marketing strategy.  

In light of this reluctance, PwC and Law Square experts with diverse backgrounds have joined forces to clarify the impact of the GDPR on direct marketing and to give some pointers to marketeers on the way they can approach the GDPR.


Customers are flooded with information and advertisements each day. To stand out and be remembered as an advertiser, direct marketing is an effective way to attract, convince and retain customers through targeted and personalised communication.

Next steps?

With the May 2018 deadline just around the corner, you should start acting now. Our paper gives you a first insight on initiatives that can be taken.

How can we help?

We can leverage our compliance expertise to help you set up a GDPR team, define ‘legitimate’ marketing activities, and more, from Strategy through Execution.


Contact us

Pascal Tops

Partner, PwC Belgium

Tel: +32 3259 3356

Follow PwC Belgium