{"id":18422,"date":"2023-05-17T09:25:41","date_gmt":"2023-05-17T08:25:41","guid":{"rendered":"https:\/\/www.rosello-mallol.com\/?p=18422"},"modified":"2023-11-10T12:20:36","modified_gmt":"2023-11-10T11:20:36","slug":"newsletter-unsubscribe-process-gdpr","status":"publish","type":"post","link":"https:\/\/www.rosello-mallol.com\/en\/newsletter-unsubscribe-process-gdpr\/","title":{"rendered":"The newsletter unsubscribe process and GDPR"},"content":{"rendered":"\n<p>The newsletter unsubscribe process and other email marketing communications, a seemingly simple matter, can pose a problem of compliance with the GDPR and the LOPD if not carried out correctly. For this reason, and following on from a <a href=\"https:\/\/www.linkedin.com\/posts\/victorrosello_lopd-emailmarketing-inboundmarketing-activity-7061573082020257792--u05?utm_source=share&amp;utm_medium=member_desktop\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>post<\/strong><\/a> of mine on LinkedIn, this blog addresses this essential issue in email marketing.<\/p>\n\n\n\n<p>Just to mention some recent and real cases, for issues related to the <strong>incorrect implementation of a unsubscribe process<\/strong>, the AEPD has sanctioned the following cases:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Sending commercial emails after an unsubscription request: \u20ac600 (initial <a href=\"https:\/\/www.aepd.es\/es\/documento\/ps-00127-2022.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">sanction<\/a> \u20ac1000).<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Send advertising messages via Whatsapp after a request for data deletion: \u20ac4,200 (initial <a href=\"https:\/\/www.aepd.es\/es\/documento\/ps-00078-2022.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">sanction<\/a> \u20ac7,000).<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Impossibility to unsubscribe from SMS of a commercial nature: \u20ac2,400 (initial <a href=\"https:\/\/www.aepd.es\/es\/documento\/ps-00087-2021.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">sanction<\/a> \u20ac3,000).<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Rights at stake in the newsletter unsubscribe process: right of erasure and\/or objection<\/strong><\/h2>\n\n\n\n<p>As indicated in <strong><a href=\"https:\/\/www.rosello-mallol.com\/es\/rgpd-interes-legitimo-e-emailmarketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">previous<\/a> <\/strong>posts, commercial email communications can be sent according to two lawful bases provided for in the GDPR: the <strong>explicit consent of the data subject<\/strong> (Art. 6.1. a) of the GDPR) or <strong>legitimate interest<\/strong> -see linked post for more information- (Art. 6.1. f) GDPR).<\/p>\n\n\n\n<p><span style=\"text-decoration: underline;\">Email communications and newsletter unsubscribe process when data is processed based on <strong>prior consent<\/strong><\/span>: In general, this data processing will <strong>require a positive action<\/strong> from the data subject to authorise the processing of their data (email, telephone, etc.) for advertising purposes. Continuing with the GDPR in its Article 7.3: <strong>consent can be withdrawn at any time<\/strong>, so that whoever gave it can, at any time, withdraw it, so that the processing of their data from that time onwards would be illegal.<\/p>\n\n\n\n<p><span style=\"text-decoration: underline;\">When to proceed with the <strong>effective removal<\/strong> of the email?<\/span> In the event of a request for cancellation, it must be remembered that the LOPD and the data protection regulations provide for prescription periods (from 1 to 3 years) for the different infractions. Therefore, were consent withdrawn and all the information on that individual immediately deleted (including the proof of the consent given at the time), it might well be that it would not be possible to prove relevant facts in the event of a complaint being made within the prescription period. This is why, when requesting withdrawal, you must:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Block personal data<\/strong> during the prescription period of the infractions. In this condition, the <strong>data must be kept<\/strong> in the company systems but without the possibility of being viewed. This data will be made available to the competent judges, courts, and public authorities to deal with any liabilities.<\/li>\n<\/ol>\n\n\n\n<ol class=\"wp-block-list\" start=\"2\">\n<li>Once this period has elapsed, the personal data <strong>must be deleted in ful<\/strong>l.<\/li>\n<\/ol>\n\n\n\n<p><span style=\"text-decoration: underline;\">Process of deleting data processed based on the <strong>lawful interest<\/strong> of the controller:<\/span> Remember that, in this case, to comply with the requirements of the AEPD, it must be current customer data of the company who sends the commercial email communications and, therefore, if someone requests cancellation, what they will be exercising is the <strong>right to object<\/strong> to their data being processed for commercial purposes (which does not mean that you no longer want to be a customer of the company). In this case, and despite the fact that consent is not required and, therefore, does not have to be proven in the event of a request, we must be able to demonstrate that:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>The customer was indeed a customer of the company when these communications were made.<\/li>\n\n\n\n<li>The customer was informed that their data could be processed for commercial purposes.<\/li>\n<\/ol>\n\n\n\n<p>Failing to provide information on the purposes of processing is considered a minor infraction (Art. 74 LOPD), the prescription of which is one year. Therefore, when asking to unsubscribe from receiving any more commercial communications (right to object), the data will be blocked for one year and deleted after this period.<\/p>\n\n\n\n<p>As said, it must be remembered that the <strong>individual can continue to be a customer<\/strong> and, therefore, this process should not affect the information required to maintain the contractual relationship with the customer.<\/p>\n\n\n\n<p>To conclude, once these procedures have been considered, it must be remembered that the system (manual or automated) <strong>must be effective<\/strong>, as the <strong>human or technical error<\/strong> that many companies argue to avoid liability <strong>is insufficient in the eyes of the AEPD<\/strong>. Therefore, in short:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Be clear and register the lawful basis that allows you to use data for commercial purposes: consent or legitimate interest.<\/li>\n\n\n\n<li>Activate an effective and simple unsubscribe system in each commercial communication.<\/li>\n\n\n\n<li>In case of withdrawal, apply the aforementioned criteria.<\/li>\n\n\n\n<li>Train your sales and\/or marketing team in these aspects.<\/li>\n<\/ul>\n\n\n\n<p>And, of course, if you need more information about the process of unsubscribing your company&#8217;s communications, do not hesitate to contact us!<\/p>\n\n\n\n<div class=\"wp-block-contact-form-7-contact-form-selector\">\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f13645-o1\" lang=\"en-US\" dir=\"ltr\" data-wpcf7-id=\"13645\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/en\/wp-json\/wp\/v2\/posts\/18422#wpcf7-f13645-o1\" method=\"post\" class=\"wpcf7-form init mailchimp-ext-0.5.72\" aria-label=\"Contact form\" novalidate=\"novalidate\" data-status=\"init\">\n<div style=\"display: none;\">\n<input type=\"hidden\" name=\"_wpcf7\" value=\"13645\" \/>\n<input type=\"hidden\" name=\"_wpcf7_version\" value=\"6.0.6\" \/>\n<input type=\"hidden\" name=\"_wpcf7_locale\" value=\"en_US\" \/>\n<input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f13645-o1\" \/>\n<input type=\"hidden\" name=\"_wpcf7_container_post\" value=\"0\" \/>\n<input type=\"hidden\" name=\"_wpcf7_posted_data_hash\" value=\"\" \/>\n<input type=\"hidden\" name=\"_wpcf7_recaptcha_response\" value=\"\" \/>\n<\/div>\n<p><label> Name (required) <span class=\"wpcf7-form-control-wrap\" data-name=\"your-name\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required uk-input\" aria-required=\"true\" aria-invalid=\"false\" value=\"\" type=\"text\" name=\"your-name\" \/><\/span> <\/label>\n<\/p>\n<p><label> Email (required) <span class=\"wpcf7-form-control-wrap\" data-name=\"your-email\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email uk-input\" aria-required=\"true\" aria-invalid=\"false\" value=\"\" type=\"email\" name=\"your-email\" \/><\/span> <\/label>\n<\/p>\n<p><label> Contact phone (telephone contact) <span class=\"wpcf7-form-control-wrap\" data-name=\"telefon\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text uk-input\" aria-invalid=\"false\" value=\"\" type=\"text\" name=\"telefon\" \/><\/span> <\/label>\n<\/p>\n<p><label> Message <span class=\"wpcf7-form-control-wrap\" data-name=\"your-message\"><textarea cols=\"40\" rows=\"5\" maxlength=\"2000\" class=\"wpcf7-form-control wpcf7-textarea uk-textarea\" aria-invalid=\"false\" name=\"your-message\"><\/textarea><\/span> <\/label>\n<\/p>\n<p><span class=\"wpcf7-form-control-wrap\" data-name=\"aceptacion-RGPD\"><span class=\"wpcf7-form-control wpcf7-acceptance\"><span class=\"wpcf7-list-item\"><label><input type=\"checkbox\" name=\"aceptacion-RGPD\" value=\"1\" aria-invalid=\"false\" \/><span class=\"wpcf7-list-item-label\">I read and accept the <a href=\"https:\/\/www.rosello-mallol.com\/en\/policy-privacy\/\" target=\"_blank\">Privacy Policy<\/a><\/span><\/label><\/span><\/span><\/span><br \/>\n<label><br \/>\n<span class=\"wpcf7-form-control-wrap\" data-name=\"acceptance-360\"><span class=\"wpcf7-form-control wpcf7-acceptance optional\"><span class=\"wpcf7-list-item\"><label><input type=\"checkbox\" name=\"acceptance-360\" value=\"1\" aria-invalid=\"false\" \/><span class=\"wpcf7-list-item-label\">I agree to receive the newsletter.<\/span><\/label><\/span><\/span><\/span><br \/>\n<input class=\"wpcf7-form-control wpcf7-submit has-spinner uk-button uk-button-primary\" type=\"submit\" value=\"Send\" \/><\/label>\n<\/p><p style=\"display: none !important;\" class=\"akismet-fields-container\" data-prefix=\"_wpcf7_ak_\"><label>&#916;<textarea name=\"_wpcf7_ak_hp_textarea\" cols=\"45\" rows=\"8\" maxlength=\"100\"><\/textarea><\/label><input type=\"hidden\" id=\"ak_js_1\" name=\"_wpcf7_ak_js\" value=\"71\"\/><script>document.getElementById( \"ak_js_1\" ).setAttribute( \"value\", ( new Date() ).getTime() );<\/script><\/p><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div><p style=\"display: none !important\"><span class=\"wpcf7-form-control-wrap referer-page\"><input type=\"hidden\" name=\"referer-page\" value=\"http:\/\/Direct%20Visit\" data-value=\"http:\/\/Direct%20Visit\" class=\"wpcf7-form-control wpcf7-text referer-page\" aria-invalid=\"false\"><\/span><\/p>\n<!-- Chimpmatic extension by Renzo Johnson -->\n<\/form>\n<\/div>\n<\/div>\n\n\n\n<h6 class=\"wp-block-heading has-medium-font-size\">Information on data protection<\/h6>\n\n\n\n<p class=\"has-medium-font-size\"><small><strong>Company name<\/strong><br>LEGAL IT GLOBAL 2017, SLP<br><\/small><small><strong>Purpose<br><\/strong><\/small><small>Providing the service.<br><\/small><small>Sending the newsletter.<br><\/small><small><strong>Legal basis<br><\/strong>Compliance with the service provision.<br>Consent.<br><\/small><small><strong>Recipients<\/strong><br>Your data will not be shared with any third party, except service providers with which we have signed a valid service agreement.<\/small><br><small><strong>Rights<\/strong><br>You may access, rectify or delete your data and exercise the rights indicated in our Privacy Policy.<\/small><br><small><strong>Further information<\/strong><br>See the&nbsp;<a href=\"https:\/\/www.rosello-mallol.com\/en\/policy-privacy\/\" target=\"_blank\" rel=\"noreferrer noopener\">Privacy Policy<\/a>.<\/small><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The newsletter unsubscribe process and other email marketing communications, a seemingly simple matter, can pose a problem of compliance with the GDPR and the LOPD if not carried out correctly. For this reason, and following on from a post of mine on LinkedIn, this blog addresses this essential issue in email marketing. Just to mention [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":18415,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"_joinchat":[],"footnotes":""},"categories":[246],"tags":[496,449,546,395,396,967,394,1239],"class_list":["post-18422","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-aepd-2","tag-data-protection","tag-email-marketing-2","tag-gdpr-2","tag-gdpr-compliant","tag-lopd-2","tag-rgpd-es-en","tag-unsubscribe"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The newsletter unsubscribe process and GDPR | Rosell\u00f3 Mallol<\/title>\n<meta name=\"description\" content=\"The newsletter unsubscribe process entails GDPR problems and sanctions if they are not done correctly. 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