Data Protection and Mass Message Marketing: Navigating GDPR and Africa’s Evolving Privacy Laws

In recent years, data protection has become a major focus for many nations, leading to the enactment of legislation aimed at safeguarding citizens’ personal data.

This is a great step forward in protecting consumer’s data; however, it makes it more difficult for businesses to market to their customers. It becomes even more challenging if your customers are across different regions. For anyone carrying out SMS marketing and indeed any form of bulk messaging, including through WhatsApp, it is imperative to understand the privacy protection laws in each of the regions your business operates in.

Data protection laws across the globe, including the General Data Protection Regulation (GDPR) in Europe and emerging frameworks in Africa, dictate how businesses should collect, store, and use consumer data in mass messaging marketing campaigns.?

Understanding the GDPR and Its Impact on SMS Marketing

The General Data Protection Regulation is the most comprehensive data protection that directly affects all businesses that handle or process data of individuals in Europe. GDPR applies regardless of where the company is based, meaning African businesses conducting SMS marketing to EU customers must comply.

Under GDPR;

• Businesses must obtain consent before sending any SMS marketing messages.
• Organisations must protect personal data through secure storage and processing practices.
• Data breaches must be reported to authorities within 72 hours.
• Customers should have the ability to opt-out easily at any time.

Non-compliance with GDPR can lead to hefty fines of up to €20 million or 4% of annual global turnover, whichever is higher. For African businesses targeting international markets, aligning SMS marketing strategies with GDPR compliance is essential.

Read the rest of the article here.