This case involved a business publishing house. Following the implementation of the GDPR, the client was under the impression that they would need to delete most of their marketing databases due to the lack of appropriate consent for further use.

Thanks to our analysis and expertise, we were able to preserve over 90% of the client’s marketing databases. The key to success was:

• identifying the nature of the data being processed,
• evaluating the possibility of applying a legal basis other than consent,
• and implementing practical solutions for the direct marketing team.

Our approach was later approved by the national Data Protection Authority during an inspection procedure.

We also simplified the client’s data protection clauses, rewriting them in a clear, user-friendly, and GDPR-compliant manner. As a result, the client now also has greater potential to increase the number of consents obtained for marketing contact.