Purple is announcing today that it is the first WiFi provider to be General Data Protection Regulation (GDPR) compliant – almost a year ahead of the government’s deadline.
This legislation, which comes into force on May 25th, 2018, has been hailed as the most important change in data privacy regulation in 20 years. It harmonises existing data privacy laws across Europe, and will reshape the way organisations approach data privacy.
Purple believes that one of GDPR’s headline rulings, the introduction of ‘unambiguous consent’ before users’ personal or behavioural data can be used for marketing purposes, is one that should be standardised across the industry now. Why wait for 2018?
Once the legislation is introduced, companies that breach consumers’ rights will be fined up to 4% of revenue, or 20 million Euros, whichever is greatest.
Gavin Wheeldon says: “We welcome the strengthening of data protection laws across Europe that GDPR will bring. Not only will it give WiFi end users more control over how their personal data is being used by companies, it will also raise the level of trust in the digital economy.
“We have acted quickly to be the first WiFi provider to be fully GDPR compliant to pass on the benefits to consumers as soon as possible. Purple’s Profile Portal means that all end users have the comfort of knowing they can control how their data is being used. And if they’re happy to hug a few stray dogs at the same time it’s a win-win.”