November 24, 2017

Travel firms looking to ‘soft opt-in’ consent as new EU rules loom

A ‘soft opt-in’ for marketing consent will be used by some travel firms after new EU laws on data protection comes in, according to a leading legal expert.

Partner at Travlaw Farina Azam told this week’s Travel Network Group conference that there is an option outside the General Data Protection Regulation.

Azam said ‘soft opt-in’ is a legitimate exception to having to gain explicit consent as the new GDPR requires but that it only applies to email and text communications.

The rules also only apply to customer who have previously made a booking and so would reasonably expect to contacted again but only in relation to similar products or services.

Azam said customers must also be given the opportunity to opt out at the time their data is acquired and at all subsequent steps.

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