12 Rules for Generating and Managing Leads in Compliance with the GDPR

Although the GDPR may seem daunting at first glance, applying it is ultimately straightforward once you have got into the habit. You can also view it as a perfect opportunity to qualify your leads: when an internet user gives you their contact details, they will do so entirely of their own free will.

The GDPR (General Data Protection Regulation) has placed the rights of internet users back at the heart of every website's concerns. Consent from users is now required before collecting any data about them.
One might think that lead generation becomes more difficult as a result. On the contrary, these new standards should be seen as an opportunity to bring your website up to standard and obtain genuinely willing leads.
How can you ensure your leads are consenting and obtained in compliance with the GDPR? Here are 12 rules to set your mind at ease:

1. Place a visible and clear consent request.
2. Request an active opt-in; that is, do not pre-tick a box such as "Subscribe to the newsletter" in your forms by default. It is up to those who are interested to click "Subscribe" — not up to those who are uninterested to untick the option.
3. Use clear and precise wording regarding the nature and reasons for consent.
4. Clearly explain how the data will be used (collection, statistics, cookies, etc.).
5. Include distinct proposals where data is being collected for different purposes.
6. Inform users that they can withdraw or modify their data, and clearly explain how to do so.
7. Allow users to decline without consequence.
8. Do not make consent a condition of access to a service.
9. Where the target audience includes minors, seek parental consent and add an age verification step.
10. Keep a record of consent (date, how it was obtained, and the exact wording used).
11. Act on requests to withdraw consent as promptly as possible.
12. Do not penalise a user following their request to withdraw consent.

Although the GDPR may seem daunting at first glance, applying it is ultimately straightforward once you have got into the habit. You can also view it as a perfect opportunity to qualify your leads: when an internet user gives you their contact details, they will do so entirely of their own free will.

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