Social Media marketing & GDPR

Strategies around successful marketing campaigns are based on the collection and analysis of personal data. Advertising companies and brands are looking for methods to identify influencers whose audiences overlap with their target markets. The use of this data can link types of audiences, influencers and brands with similar interests, thus increasing the return on investment.

If a company wants to partner with celebrity accounts and influencers in campaigns to reach their audiences, should consider, in addition to issues of unfair competition and consumer protection, new factors within the GDPR:

Who owns the data collected in connection with a campaign, who is the data controller or joint data controllers, if the data can be shared by social media providers and influencers, how this data may or may not be used to the advantage of each party.

The marketing strategies used must be carefully considered for potential reputational damage that can occur to both parties. The right legal advice for demarcating relationships and sharing roles could mean the difference between a successful campaign and a painful battle to fix what has often already been posted.

We have the expertise to help how:

  • To protect the image rights and content you create on social media. The business and personal life of an influencer is more often intertwined than any other. Your business is your brand and your brand is you.
  • To legally collect, use and transmit personal data about third parties for promotions, which is obtained through various sources on the internet, such as social media.
  • To manage the personal data of followers or superfans who have agreed to appear in the content you create for the specific social media platform yours or the brands you represent and check any limitations.
  • To take advantage of hashtags. For marketing professionals, this means that the right influencer can give you instant access to a group of people you know are interested in what you are promoting.