GDPR: Marketing Your Events

So, you know what GDPR is but how does it affect event organisers?

As we explained in the Lawful use of Data blog, you have to have a legal basis for processing personal data. In event management, some of the 6 bases are more likely – consent (they opted in), contract (as part of you providing the service sold with their ticket) and legitimate interests (they have attended before or might genuinely be interested in attending in the future).

Promoting the Event

If you’re marketing your event and have found contact details for potential attendees in the public domain (i.e. their website), you can contact them. The information is freely available and you’re sure they have legitimate interest in what you’re organising.

You can also contact individuals if they’ve attended a similar event before and gave consent for you to use their data in this way – they have a legitimate interest and you’ve got consent!

Contacting Previous Guests

If you have the details of guests who have previously attended an event you organise and you may be able contact them about the same or a similar upcoming event.

However, now you have their details you can’t send them details about every facet of your business – if someone attended a networking event for the construction industry, it’s unlikely they’d have a legitimate interest in attending your dog grooming course.

As part of the new regulations, it’s important to track all of your processes and data – so make sure you have a record of where and when contacts on your mailing list opted in.

Hopefully, here we’ve given some useful contextual examples for how GDPR could affect your event management. Next up in the series, we’ll go into more detail about how GDPR impacts your use of Helm Tickets.

Remember, our blog isn’t all-encompassing advice, so you may want to consult your legal advisors. More information about the regulations can be found in the ICO’s Guide.


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