Imagine you’re busy gearing up for a new campaign in a new market. Everything’s ready: the email list, the targeted messaging, and the creative. But as you review your strategy, you suddenly remember GDPR compliance. Are you collecting data correctly? Have you secured the proper consent?
If this sounds familiar, you’re not alone. With an increase in online purchases and SaaS products, it’s easier than ever to market to people across the globe. However, this expanded reach brings the added complexity of navigating increased regulatory compliance, especially in regions like the EU. 2025 GDPR compliance is a formidable challenge for many marketers, and research shows that nearly one-third of EU companies aren’t compliant. This doesn’t even include U.S. companies that still need to follow the rules when engaging with EU customers.
Understanding the basics of GDPR and opportunities to make complying easier can help you stay on the right side of the regulation.
What Is GDPR Compliance?
GDPR stands for General Data Protection Regulation, a set of rules designed to protect the personal data and privacy of people living in the European Union. And here’s the fun part: even if your company isn’t based in the EU, you still need to comply if you collect or process data from EU citizens.
If you’re just getting started, we’ve created a GDPR compliance checklist to guide you. And below, we’ll pull out some targeted areas to focus on, and show you how to make compliance easier.
GDPR vs CCPA: What’s the Difference?
Both are privacy regulations aimed at protecting consumer data, but some key differences exist. GDPR applies to companies that collect EU citizen information, and it focuses on data protection and consent. CCPA applies to California residents and emphasizes consumer rights like data access and deletion. Both laws require companies handling consumer data to prioritize transparency and accountability. Learn more about CCPA.
4 Key GDPR Requirements
A. Obtaining Valid Consent
Collecting and managing data in a way that complies with GDPR can feel overwhelming if you’re new to it. After all, you’re a marketer, not a privacy lawyer! With strict rules about obtaining consumer consent, mistakes can happen far too easily.
One simple way to stay compliant is by automating the “ask” for consent. For example, you can use customizable opt-in forms, checkboxes, and consent tracking features in your tools, such as marketing automation, to build that ask into everything you do.
B. Data Subject Access Requests
An important GDPR requirement are data subject access requests (DSARs), which allow consumers to ask how you’re collecting, using, and storing their data. For marketers, this means if someone inquires, you need to quickly provide details about all the personal data you collect and explain how and why it’s being processed.
When you’re already busy, handling these requests can seem like one more thing on your to-do list. However, the process becomes much easier with tools that let you easily respond to DSARs. For example, Act-On’s transactional sending capabilities allow you to quickly access and deliver the necessary information in response to these requests.
C. Cookies, and Tracking
Are you using cookies and tracking on your website? Yeah, us too! But GDPR compliance puts some guardrails around their use since they involve collecting and processing personal data. The regulation requires you to inform users and ask their permission before placing cookies on their devices.
An easy way to comply is to use tools that support cookie consent management, such as Cookiebot. These tools can help you create compliant cookie banners and tracking notifications, avoiding GDPR missteps.
D. Managing Data Retention
We all have Google Drives or desktops full of files from years ago, gathering literal and metaphorical dust. While digital clutter might not be a big deal for marketers, when it comes to GDPR compliance and consumer data, hoarding data is a big no-no.
GDPR requires that personal data not be retained for longer than is necessary to fulfill its intended purpose. As a result, companies need clear data-retention policies to make sure you aren’t holding on to personal information too long. Make sure the marketing tools you use offer features that help you comply, such as the automatic deletion of consumer data when it’s no longer needed.
Using Tools That Support GDPR Compliance
As marketers, we’re busy, and we aren’t perfect. That’s why having tools that help you stay compliant is so useful.
If you’re considering marketing automation or already use it, make sure it has features that support GDPR compliance. For example, automating consent tracking and secure data handling, along with creating audit trails, can help you stay on the right side of compliance and prevent accidental missteps.
Need more guidance on getting up to speed with GDPR in 2025? Here’s a GDPR compliance checklist to help you get started.