Kudos, GDPR Compliance, List Broking & Preference Management

GDPR – The Preference Centre

The Fundraising Regulator announced in January 2017 that The Preference Centre technology will be used for both the digital database and telephone service for the Fundraising Preference Service, ensuring GDPR compliance.

consent management

The fundraising watchdog said that the technology was chosen for the FPS due to the strength of The Preference Centre. We believe that this is the strongest possible endorsement of the solution – the industry Regulator chose the Preference Centre over all other solutions in the marketplace.

Add to this latest endorsement the fact that the Canadian and UK governments use the technology to manage their Stakeholder preferences plus an economical, scaleable pricing model – it is the best solution available.

GDPR Compliance and List Broking

General Data Protection Regulation (GDPR) goes live in April 2018 AND IT WILL CHANGE THE FACE OF THE LIST INDUSTRY ACROSS EUROPE. We have already seen a number of list providers withdraw their lists due to non-compliance – this will accelerate from now on. GDPR makes no distinction between B2C personal data and B2B personal data. It’s all personal. So that would include work email address, work direct dial number, a person’s name, job title and workplace postal address.

Kudos are a thought-leader in the GDPR compliance space. We provide GDPR consultancy as well as our Consent Management solution called The Preference Centre. Kudos are also one of the first agencies to pass the Direct Marketing Association’s (DMA) list broker compliance audit (see for details  https://www.kudos-data.com/category/kudos-data-news/) We vet our suppliers and run a comprehensive Due Diligence audit prior to data onboarding to confirm that data supplied is compliant. We can provide advice as well as ensuring your lists are suitable AND compliant!

In line with the Direct Marketing Association’s drive for the highest standards and a responsible approach to data-driven marketing, the compliance audit has been introduced to provide additional assurance to brands like yours and to reinforce the importance of only working with DMA member companies. Rachel Aldighieri, Managing Director at the Direct Marketing Association, commented: “In an increasingly connected world, data forms the backbone of many businesses. Customers need to be able to trust that any data a company has on them will be treated in the correct way and that any business is being transparent about how they want to use that information.”


Kudos believe that for third party data providers and users alike, more value must be placed on quality over quantity. Data is a valuable asset, but only with the consent to use it. In the face of tighter UK regulation and the impending General Data Protection Regulation (GDPR), the days of selling bulk records with dubious consent are over. Data is an asset, but it also presents a business risk. The focus must now be on accurate and permissioned data, which will become a premium commodity in and of itself.

The Information Commissioners Office (ICO) guidance for Direct Marketing makes it clear that a list broker must demonstrate any list they are selling or renting is reliable by “explaining how it was compiled and providing full details of what individuals consented to, when and how.” Furthermore, organisations looking to buy or rent data must be diligent in ensuring data is “lawfully and fairly obtained” and individuals understood their data would be shared with other parties. There has long been ambiguity surrounding Consent, which explains why so many different practices have been adopted. Under GDPR, Consent is clearly defined as “freely given, specific, informed and unambiguous”.

gdpr advice

And that is why you should talk to Kudos about all aspects of data marketing! We understand it. We believe in it. And we are one of a very few compliant suppliers.

For more details on how to ensure you stay compliant, give James Squires a call on 0330 043 1593 or email james.squires@kudos-data.com