With GDPR in full effect, many operators are in a panic to make their methods of communication compliant. But as Peter Hancock explains, our options are open
As one leading hotelier said to me the other day, his eyes rolling skyward, there's always something, isn't there?
The something on this occasion was the mild wave of panic caused by new data protection regulations, which have forced businesses across the country to send millions of "please opt back in" emails to contacts they have accumulated over the years without necessarily having obtained the proper consent to push marketing messages to those people. Ironically, if they didn't have proper consent in the first place, they shouldn't have sent the emails, and if they did have consent, then those emails were completely unnecessary.
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