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GDPR Key Facts

This is a broad overview of the forthcoming EU General Data Protection Regulation (GDPR) and does not provide legal advice. We urge you to consult with your own legal counsel to familiarize yourself with the requirements that govern your specific situation. 

We know that many organizations have questions about GDPR and new obligations under GDPR. To help you on your compliance journey, we have outlined a few of the notable provisions of GDPR below. QuickPivot’s role in processing content, segmentation, and messaging is as a processor of your data. Therefore, as defined by the GDPR regulation, QuickPivot is a 3rd party authorized by our customers to process Customer Data.  

What is GDPR?

The EU General Data Protection Regulation (“GDPR”) is a data protection law that strengthens the protection of “personal data” (any information relating to an identified or identifiable natural person, so-called “data subjects” to account for new technological developments, the global nature of business and the potential for international flows of personal data. It replaces several national data protection laws with a single set of rules, directly enforceable in each EU member state. The GDPR takes effect on May 25, 2018.

What does GDPR mean to my organization?

If you are processing personal data in the context of an organization established in the EU, GDPR will apply to you, regardless of whether you are processing personal data in the EU or not. “Processing” means any operation performed on personal data, such as collection, storage, transfer, dissemination or erasure.

If you are not established in the EU, GDPR applies to you if you are offering goods or services (whether paid or free) to EU data subjects or monitoring the behavior of EU data subjects within the EU. Monitoring can be anything from putting cookies on a website to tracking the browsing behavior of data subjects to high tech surveillance activities.

Under European data protection law, organizations processing personal data are divided into “Controllers”, or the entities which control the personal data, and “Processors”, the entities that process personal data only on the instructions of the Controllers. The GDPR applies to both Controllers and Processors.  In the context of Controllers and Processors, our customers are defined as Controllers and QuickPivot is a Processor.

What changes because of the new GDPR regulations?

The GDPR regulation changes existing EU data protection laws in several ways:

 Expanded definition of “personal data”: GDPR expands and clarifies the concept of personal data. While the basic concept of personal data largely remains the same, GDPR makes it clear that location data and online identifiers, such as IP addresses, are considered personal data. GDPR also expands the concept of sensitive personal data to include genetic data and biometric data.

Expanded and new rights for EU individuals: GDPR provides expanded rights for EU data subjects such as:

  • Deletion: This right is sometimes referred to as the “right to be forgotten”. The data subject has the right to require that the Controller erase personal data about him/her in certain conditions, including if the personal data is no longer necessary for the original purpose of the processing or if the data subject withdraws consent for the processing. This right has been extended to the online world as a means to require internet service providers to delete out-of-date publicly available information, in particular, that information which appears in search results.
  • Restriction: Under GDPR, a data subject has the right to obtain from a Controller a restriction on the processing of personal data in a number of circumstances, including if the accuracy of the personal data is contested by the data subject for a certain period of time. A restriction on processing means that the organization holding the data is entitled to continue to store it, but cannot process it any further.
  • Portability of personal data: Data subjects also now have the right, in certain circumstances, to receive the personal data that they have provided to a Controller in a structured, commonly used and machine-readable format. QuickPivot’s data protection agreement takes into account these expanded and new rights.

Security measures: GDPR requires Controllers and Processors to implement appropriate technical and organizational measures to ensure a level of security appropriate to the risks presented. QuickPivot has several established security measures in place to ensure data protection. QuickPivot datacenters are SSAE18 SOC2 certified.

Breach notification: GDPR requires organizations to report certain personal data breaches to the relevant data protection authority, and in some circumstances, to the affected data subjects. Controllers must notify the relevant data protection authority “without undue delay” (and where feasible, within 72 hours of having become aware of it), unless the breach is not likely to present any risk to the rights and freedoms of the data subjects concerned. If circumstances require it, Controllers may also be required to communicate the data breach to data subjects. Processors, for their part, are required to notify Controllers “without undue delay” after becoming aware of a personal data breach. QuickPivot’s data protection agreement takes into account these expanded and new rights.

Data Protection Impact Assessments: Where certain processing is likely to be classified as “high risk” to data subjects, the Controller may be required to carry out a data protection impact assessment identifying the impact of the proposed processing operations on the personal data. As a QuickPivot customer, you are expected to understand the necessity of the data protection impact assessment. QuickPivot will make every effort to support our customer’s needs as they relate to their conducting a data protection assessment.

International transfers: European data protection law restricts the transfer of personal data outside of the EU unless there are appropriate safeguards in place to protect that data. The GDPR continues to recognize current mechanisms (e.g. EU standard contractual clauses, EU Commission adequacy decisions, etc.) for legally transferring personal data outside of the EU. QuickPivot is certified under the PrivacyTrust Privacy Shield program for the transfer of personal data across international borders.

Consent: Consent is subject to additional requirements under the GDPR. GDPR defines consent as “any freely given, specific, informed and unambiguous indication of a data subject’s wishes through a statement or clear affirmative action”. The concept of consent is used throughout GDPR as a means to legitimize certain processing activities from a legal perspective.

Transparency: GDPR requires that Controllers provide data subjects with information about their processing operations at the time when the personal data are collected. This information includes the identity and contact details of the Controller, the contact details of the data protection officer (if relevant), the purposes and the legal bases for the processing of the personal data, the recipients of the data and a number of other fields to ensure that the personal data is being processed in a fair and transparent manner. In addition, Controllers are required to provide information to data subjects even in circumstances where the personal data has not been obtained directly from the data subject. QuickPivot provides support and expert advice to our customers wishing to collect data through our software to ensure they are compliant with the transparency regulations associated with GDPR.

Profiling: GDPR introduces the concept of “profiling” or any form of automated processing that uses personal data to evaluate personal aspects and in particular to analyze or predict aspects relating to an individual’s performance at work, economic situation, health, personal preferences, interests, reliability, behavior, location or movements. Data subjects must be informed of the existence of profiling and any consequences of the profiling. Our customers who incorporate QuickPivot’s Ada machine learning service into their data processing and collection must inform their customers that such processing may be applied to their information in order to be compliant with GDPR law.

Enforcement: Fines for non-compliance under GDPR can be substantial. Data protection authorities have a number of enforcement powers under GDPR, including the ability to fine organizations up to €20 million or 4% of annual global turnover, whichever is higher. These are maximum fines and it remains to be seen how regulators will use their newly-acquired enforcement powers.

‘One Stop Shop’: Under GDPR, organizations that are established in more than one EU member state or are processing personal data affecting data subjects in more than one EU country will have greater clarity about their supervising data protection authority. Supervisory authority for the main European establishment of that organization will act as the lead authority. This authority will cooperate with the other supervisory authorities concerned in respect of cross-border data protection issues.

How does QuickPivot help our customers prepare for GDPR?

QuickPivot already has a strong commitment to data protection and have numerous mechanisms in place to assure our customers that their data is secure. The institution of the GDPR law simply allows us to deepen our commitment to data protection.  Similar to our existing legal requirements and data protection agreement, compliance with  GDPR requires a partnership between QuickPivot and our customers in their use of our services. QuickPivot will comply with GDPR in the delivery of our service to our customers. We are also dedicated to helping our customers comply with GDPR.  QuickPivot has already updated its Data Protection Agreement to ensure compliance with GDPR regulations.  We are committed to helping train our customers on the requirements of GDPR and will continue to provide best practice advice to our customers to aid their compliance.

Where can I find more information?

Additional information about the GDPR is available on the official GDPR website of the EU.