With the Data Protection and Digital Information (DPDI) Bill currently being finalised in the House of Lords, Stephen Lester, chief technology officer of Paragon, discusses how printers could use the legislation to their advantage LEVERAGING THE DPDI IN THE WORLD OF PRINT Nearly six years after GDPR was implemented, the norms of data protection are ingrained in operations across the print industry. Obtaining consent accurately and implementing Data Protection Impact Assessments (DPIAs) are now second nature for businesses. With GDPR embedded within our organisational structures, the recent policy changes and the forthcoming Data Protection and Digital Information (DPDI) Bill revisions evoke both curiosity and apprehension. However, DPDI not only raises questions but also fosters discussions about new opportunities for UK organisations to leverage the legislation to their advantage. DPDI is fresh UK legislation aimed at clarifying privacy and data protection postBrexit. Beyond increasing clarity, it also seeks to remove restrictions that hinder legitimate data usage and foster economic growth. Currently being finalised in the House of Lords, DPDI is a progressive extension of GDPR. It ensures the safeguarding of consumer data while unveiling new avenues for growth within UK organisations by removing restrictions on the use of data for direct marketing that GDPR quashed overnight. Before we dive into everything DPDI can offer organisations, it's important to recognise the challenges faced by direct marketing strategies so we can truly understand the impact DPDI will have. While direct methods have long been the cornerstone of marketing efforts, notably in the print industry, the emergence of digital content platforms has introduced both opportunities and challenges. In this era of changing consumer behavior, there's a growing emphasis on personalised experiences and engagement. Today's consumers actively seek out content that resonates with their interests and values, demanding more from the brands they interact with. Direct marketing, especially direct mail and printed media, may face challenges in meeting these evolving expectations, but it still holds value in reaching broader audiences and conveying brand messaging, through a tangible medium that connects directly with the consumer and provides a physical link to the brand. The proliferation of digital content ► Paragon has created a 12-page pocket guide about DPDI for its customers 54 email: news@printmonthly.co.uk May / June 2024 - Issue 348 FOCUS ON / DATA PROTECTION AND DIGITAL INFORMATION BILL (DPDI) Challenges Faced by Direct Marketing Strategies Creating Opportunity for Direct Marketing DPDI presents an opportune moment to reassess customer communication strategies and re-engage with a full spectrum of marketing tools, all while reinforcing consumer privacy
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