When retailers throughout Europe adopt a new set of privacy and security regulations this week, it will be the first major revision of data protection guidelines in more than 20 years. The 2018 regulations address personal as well as financial data, and require that retailers use systems already designed to fulfill these protections by default.
In 1995, the European Commission adopted a Data Protection Directive that regulates the processing of personal data within the European Union. This gave rise to 27 different national data regulations, all of which remain intact today. In 2012, the EC announced that it would supersede these national regulations and unify data protection law across the EU by adopting a new set of requirements called the General Data Protection Regulation (GDPR).
The rules apply to any retailer selling to European consumers. The GDPR, which takes effect May 25, 2018, pertains to any company doing business in, or with citizens of, the European Union, and to both new and existing products and services. Organizations found to be in violation of the GDPR will face a steep penalty of 20 million euros or four percent of their gross annual revenue, whichever is greater.
Retailers Must Protect Consumers While Personalizing Offers
GDPR regulations will encompass personal as well as financial data, including much of the data found in a robust customer engagement system, CRM, or loyalty program. It also includes information not historically considered to be personal data: device IDs, IP addresses, log data, geolocation data, and, very likely, cookies.
For the majority of retailers relying on customer data to personalize offers, it is critically important to understand how to fulfill GDPR requirements and execute core retail, customer, and marketing operations. Developing an intimate relationship with consumers and delivering personalized offers means tapping into myriad data sources.
This can be done, but systems must be GDPR-compliant by design and by default. A key concept underlying the GDPR is Privacy by Design (PBD), which essentially stipulates that systems be designed to minimize the amount of personal data they collect. Beginning this week, Privacy by Design features will become a regulatory requirement for both Oracle and our customers and GDPR stipulates that these protections are, by default, turned on.
Implementing Security Control Features
While the GDPR requires “appropriate security and confidentiality,” exact security controls are not specified. However, a number of security control features are discussed in the text and will likely be required for certain types of data or processing. Among them are multi-factor authentication for cloud services, customer-configurable IP whitelisting, granular access controls (by record, data element, data type, or logs), encryption, anonymization, and tokenization.
Other security controls likely to be required are “separation of duties” (a customer option requiring two people to perform certain administrative tasks); customer options for marking some fields as sensitive and restricted; limited access on the part of the data controller (i.e. Oracle) to customer information; displaying only a portion of a data field; and the permanent removal of portions of a data element.
Summary of Critical GDPR Requirements
The GDPR includes a number of recommendations and requirements governing users’ overall approach to data gathering and use. Among the more important are:
- Minimization. Users are required to minimize the amount of data used, length of time it is stored, the number of people who have access to it, and the extent of that access.
- Retention and purging. Data may be retained for only as long as reasonably necessary. This applies in particular to personal data, which should be processed only if the purpose of processing cannot reasonably be fulfilled by other means. Services must delete customer data on completion of the services.
- Exports and portability. End users must be provided with copies of their data in a structured, commonly used digital format. Customers will be required to allow end users to send data directly to a competing service provider for some services.
- Access, correction, and deletion. End-user requests for data access, correction, and deletion for data they store in any service. Users may have a “right to be forgotten”—a right to have all their data erased.
- Notice and consent. When information is collected, end-user notice and consent for data processing is generally required.
- Backup and disaster recovery. Timely availability of end-user data must be ensured.
Are you prepared?
Oracle is prepared for the EU General Data Protection Regulation (GDPR) that was adopted by the European Parliament in April 2016 and will become effective on May 25, 2018. We welcome the positive changes it is expected to bring to our service offerings by providing a consistent and unified data protection regime for businesses across Europe. Oracle is committed to helping its customers address the GDPR’s new requirements that are relevant to our service offerings, including any applicable processor accountability requirements.
Our customers can rest assured that Oracle Retail’s omnichannel suite will empower them to continue delivering personalized customer experiences that meet complex global data privacy regulations. Contact Oracle Retail to learn more about Oracle systems, services and GDPR compliance: oneretailvoice_ww@oracle.com
