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The GDPR and data portability: What marketers need to know

February 2, 2018


Under the GDPR, individuals have new rights regarding the portability of their personal data between data controllers.

What do marketers need to know?

Well, here’s Article 20 of the GDPR, concerning the right to data portability. The first two paragraphs are as follows:

1) The data subject shall have the right to receive the personal data concerning him or her, which he or she has provided to a controller, in a structured, commonly used and machine-readable format and have the right to transmit those data to another controller without hindrance from the controller to which the personal data have been provided, where:

  • the processing is based on consent pursuant to point (a) of Article 6(1) or point (a) of Article 9(2) or on a contract pursuant to point (b) of Article 6(1); and
  • the processing is carried out by automated means.

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