Over the past few months GDPR (General Data Protection Regulation) has been a hot topic for golf courses.
We are by no means experts in the field, however we have been diligently undertaking research to make sure we are in the know. This checklist is a great starting point and will really help a golf course to understand the implications of GDPR. You can also find out more information about GDPR from the ICO who are the authority on the use of data via this website.
It is important to have an awareness of the data that you can and can’t use when the new legislation comes into force on 25th May 2018. The key is to understand how you have obtained the data in the first place. If you have a booking system that logs the email of your customers when they book, this is referred to as a ‘soft opt in’. As long as that customer is given the option to unsubscribe to all follow up communications you send them, you can continue to market to them under the new rules without having to get them to opt in again.
On the other hand, if the customer information has been obtained through a data gathering competition entry, bought from a third party or come into your possession by some other means, the individual needs to have actively chosen to opt in to receiving your communications at some point. Unless this has been done, you will need to get them to opt in or you are no longer able to use their data.
There are significant fines for the misuse of data so if you are in any doubt about the new rules, the ICO website is the best place to start.