Gift Focus inc Attire Accessories - Page number 50 - May/June 2021

50 To find out more, visit www.acid.uk.com employee records, customer details, loyalty schemes, transactions, or data collection, needs to be protected. This is to prevent that data from being misused by third parties for fraud, such as phishing scams and identity theft. Does the UK GDPR apply to business-to-business marketing? Yes. The UK GDPR applies wherever you are processing ‘personal data’. This means if you can identify an individual either directly or indirectly, the UK GDPR will apply - even if they are acting in a professional capacity. Have you thought about your company’s data protection policies and do you adhere to the various rules? For example: • Collecting personal; data: do you have a declared and transparent policy for how you wish to use data? • Are your reasons for collecting and using personal data fair and lawful? • Do you need a customer’s permission to transfer their data to the EU? • What about personal data transferring to you from customers, agents and others in the EU? Are there any special protections you need to adopt? • What about using suppliers based in the USA, such as cloud- based service providers? Is it OK to send personal data to them about your employees and customers? In an ACID webinar that took place on 22 April, Robert Lands, a partner at Howard Kennedy and an ACID Legal Affiliate guided us through this tricky area with easy-to-understand explanations of the changes post-Brexit, which was followed by a Q&A session. Robert dispelled some of the myths, explained the general principles of GDPR compliance, the full impact of Brexit on data protection law and the impact of the “Schrems II” legal case. Robert Lands, Partner at Howard Kennedy says, “ British design is respected the world over and ACID members need to be able to trade internationally. The flow of personal data across borders post Brexit is crucial for that trade to flourish. We’ll look at what steps ACID members should take in the new regulatory climate.” ACID comments: “There are so many things for all business to think about, especially post-Brexit, but not complying with data protection rules, whether existing or new, can land a business in hot water, so take time out on April 22 nd to understand the basics!”