Privacy and Compliance Archives - Act-On Marketing Automation Software, B2B, B2C, Email Fri, 23 May 2025 16:25:03 +0000 en-US hourly 1 https://wordpress.org/?v=6.8.2 https://act-on.com/wp-content/uploads/2023/03/cropped-AO-logo_Color_Site-Image-32x32.png Privacy and Compliance Archives - Act-On 32 32 How Marketers Can Tackle CCPA Compliance with Less Stress https://act-on.com/learn/blog/how-marketers-can-tackle-ccpa-compliance-with-less-stress/ Fri, 09 May 2025 21:11:21 +0000 https://act-on.com/?p=501252 As a marketer, your days are likely packed. And let’s be honest, some days are more packed than others. Picture this: On one of those especially full days, you get a request from a consumer saying, “Stop marketing to me and, by the way, delete every last piece of personal data you’ve ever collected about me.” Every last piece. That could be a lot of data.But how much time will that take? And more importantly, are you meeting CCPA compliance?

What is CCPA?

California Consumer Privacy Act (CCPA) was designed to protect consumer data, requiring companies to be fully transparent about how they collect, share, and use consumer information. You can dive deeper using our CCPA Compliance Checklist here, but targeting key areas can help make compliance easier and faster, especially on those days when adding one more thing to your to-do list feels like overload.

CCPA vs. GDPR: What’s the difference?

Both are privacy laws designed to safeguard consumer data, but they target different groups. GDPR applies to businesses collecting data from EU citizens, focusing on consent and data protection. CCPA, on the other hand, applies to California residents, emphasizing consumer rights like accessing and deleting personal data. Both regulations require companies to maintain transparency and uphold accountability when handling consumer information.

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Understanding CCPA compliance requirements is worth the effort even for the busiest marketing team.

Key CCPA Requirements

A. Access, Deletion, and Opt-Out Requests

A customer might contact you wanting a detailed list of everything you’ve ever collected about them. Next, they might ask if you’re sharing or selling their data with third parties. Oh, and they’d also like you to delete it.

Fun, right?

Under the CCPA requirements, consumers have the right to make these requests, and managing them can be time-consuming. That’s why it’s helpful if your technologies and tools make compliance easier. For example, the right marketing automation tool can help you track, manage, and fulfill these requests without the chaos. Reporting features, like audit trails, also give you a way to prove your CCPA compliance.

B. Understanding Disclosure Requirements 

Generating leads is a big part of a marketer’s job, and of course, that includes collecting data. After all, how can you send that brand-new white paper or a link to join a webinar without gathering at least a little information? But CCPA compliance means visitors need to know exactly what you’re collecting, why you need it, and how you’re going to use it.

As a result, you need to keep your privacy policy updated and make sure those updates are included everywhere it appears. Tools can help make this easier and support CCPA compliance.

For example, marketing automation software can allow for customizable consent capture forms and help consumers understand how you collect and use their data. It also makes it easier to segment and track consumer preferences and consent so you can properly honor opt-in or opt-out requests. Tracking and analysis tools show what’s being collected, how it’s used, and where it’s shared, helping you keep your privacy policy up to date.

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As a marketer, you know the drill. The key to higher open rates is talking about what your customers care about most, and that requires personalization. But to deliver it, you need data. And that’s where things can get tricky, because collecting that data must be done compliantly.

Take cookies, for example. Under CCPA requirements, you need to notify users about your cookie practices, get explicit consent to collect their data, and provide an easy way for them to opt out. 

Compliance becomes much easier if you let technology handle some of the work for you. With automation, you can easily offer a clear cookie consent option on your website, in emails, and on landing pages, making it easy for users to manage their preferences. 

Where to Start with CCPA Compliance in 2025? 

There’s a lot to know about CCPA compliance requirements, and unfortunately, it’s not a “set it and forget it” task. If you’re just getting started, a great way to begin is by diving deeper into the regulations (we created a CCPA Compliance Checklist). Then, consider the following:

  1. Audit your data. Perform a quick data audit to determine what information you’re collecting about consumers and how it’s being used.
  2. Review your privacy policies. When was the last time you updated them? Confirm that your policies are clear and concise and align with current CCPA requirements.
  3. Get your team up to speed. Make sure your marketing team understands the regulation and knows how to handle data requests properly.
  4. Make your tools work for you. If you use technologies like marketing automation, check that your solution supports CCPA compliance requirements. (Fun fact: Act-On’s marketing automation platform is built with CCPA compliance in mind, and it’s also fully HIPAA compliant).

While working through these steps, you might also want to revisit your General Data Protection Regulation (GDPR) compliance if you collect data from EU consumers. There’s significant overlap between CCPA vs. GDPR, so compliance with one will help bring you closer to compliance with the other.

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]]> Master GDPR Compliance in 2025 https://act-on.com/learn/blog/gdpr-compliance/ Tue, 15 Apr 2025 23:56:28 +0000 https://act-on.com/?p=501183 Imagine you’re busy gearing up for a new campaign in a new market. Everything’s ready: the email list, the targeted messaging, and the creative. But as you review your strategy, you suddenly remember GDPR compliance. Are you collecting data correctly? Have you secured the proper consent?

If this sounds familiar, you’re not alone. With an increase in online purchases and SaaS products, it’s easier than ever to market to people across the globe. However, this expanded reach brings the added complexity of navigating increased regulatory compliance, especially in regions like the EU. 2025 GDPR compliance is a formidable challenge for many marketers, and research shows that nearly one-third of EU companies aren’t compliant. This doesn’t even include U.S. companies that still need to follow the rules when engaging with EU customers.

Understanding the basics of GDPR and opportunities to make complying easier can help you stay on the right side of the regulation. 

What Is GDPR Compliance?

GDPR stands for General Data Protection Regulation, a set of rules designed to protect the personal data and privacy of people living in the European Union. And here’s the fun part: even if your company isn’t based in the EU, you still need to comply if you collect or process data from EU citizens.

If you’re just getting started, we’ve created a GDPR compliance checklist to guide you. And below, we’ll pull out some targeted areas to focus on, and show you how to make compliance easier. 

GDPR vs CCPA: What’s the Difference?

Both are privacy regulations aimed at protecting consumer data, but some key differences exist. GDPR applies to companies that collect EU citizen information, and it focuses on data protection and consent. CCPA applies to California residents and emphasizes consumer rights like data access and deletion. Both laws require companies handling consumer data to prioritize transparency and accountability. Learn more about CCPA.

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Key GDPR Requirements

Collecting and managing data in a way that complies with GDPR can feel overwhelming if you’re new to it. After all, you’re a marketer, not a privacy lawyer! With strict rules about obtaining consumer consent, mistakes can happen far too easily.

One simple way to stay compliant is by automating the “ask” for consent. For example, you can use customizable opt-in forms, checkboxes, and consent tracking features in your tools, such as marketing automation, to build that ask into everything you do.

Business colleagues going over a GDPR compliance checklist.

B. Data Subject Access Requests

An important GDPR requirement are data subject access requests (DSARs), which allow consumers to ask how you’re collecting, using, and storing their data. For marketers, this means if someone inquires, you need to quickly provide details about all the personal data you collect and explain how and why it’s being processed.

When you’re already busy, handling these requests can seem like one more thing on your to-do list. However, the process becomes much easier with tools that let you easily respond to DSARs. For example, Act-On’s transactional sending capabilities allow you to quickly access and deliver the necessary information in response to these requests.

C. Cookies, and Tracking 

Are you using cookies and tracking on your website? Yeah, us too! But GDPR compliance puts some guardrails around their use since they involve collecting and processing personal data. The regulation requires you to inform users and ask their permission before placing cookies on their devices.

An easy way to comply is to use tools that support cookie consent management, such as Cookiebot. These tools can help you create compliant cookie banners and tracking notifications, avoiding GDPR missteps. 

D. Managing Data Retention

We all have Google Drives or desktops full of files from years ago, gathering literal and metaphorical dust. While digital clutter might not be a big deal for marketers, when it comes to GDPR compliance and consumer data, hoarding data is a big no-no.

GDPR requires that personal data not be retained for longer than is necessary to fulfill its intended purpose. As a result, companies need clear data-retention policies to make sure you aren’t holding on to personal information too long. Make sure the marketing tools you use offer features that help you comply, such as the automatic deletion of consumer data when it’s no longer needed.

Using Tools That Support GDPR Compliance

As marketers, we’re busy, and we aren’t perfect. That’s why having tools that help you stay compliant is so useful.

If you’re considering marketing automation or already use it, make sure it has features that support GDPR compliance. For example, automating consent tracking and secure data handling, along with creating audit trails, can help you stay on the right side of compliance and prevent accidental missteps. 

Need more guidance on getting up to speed with GDPR in 2025? Here’s a GDPR compliance checklist to help you get started.

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