{"id":18116,"date":"2024-01-30T06:42:24","date_gmt":"2024-01-30T06:42:24","guid":{"rendered":"https:\/\/www.klenty.com\/blog\/?p=18116"},"modified":"2024-04-11T05:36:45","modified_gmt":"2024-04-11T05:36:45","slug":"gdpr-cold-calling","status":"publish","type":"post","link":"https:\/\/www.klenty.com\/blog\/gdpr-cold-calling\/","title":{"rendered":"How To Stay GDPR Compliant While Cold Calling?"},"content":{"rendered":"\n<p>Have you ever dabbled in the world of LinkedIn automation to scale outreach? It&#8217;s quick, efficient, and oh-so-tempting.<\/p>\n\n\n\n<p>But LinkedIn doesn&#8217;t appreciate such tools. If it discovers you&#8217;re using one, it can take actions as strict as banning you from the platform permanently. With consequences this dire, do you play by the rules or risk a shortcut?<\/p>\n\n\n\n<p>Making cold calls while being GDPR compliant can feel much like it (albeit with bigger stakes). Sure, you can call your European prospects without knowing the GDPR rules. But just <strong>one violation can take your outreach to the dump.<\/strong><\/p>\n\n\n\n<p>So, if your bread and butter depends on making B2B cold calls in the EU, you <strong>must understand GDPR and how it affects your sales calls.<\/strong> This blog covers <strong>GDPR and the best practices for sales teams<\/strong> when cold calling under them. But first things first.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"what-even-is-gdpr\"><strong>What Even Is GDPR?<\/strong><\/h2>\n\n\n\n<p>The European Union enforced the <strong>General Data Protection Regulation (GDPR) in 2018<\/strong> to modernize outdated data protection laws. Think of it as a superhero that protects the data and privacy of EU citizens.<\/p>\n\n\n\n<p>It <strong>prevents data misuse, protects individuals&#8217; rights, and ensures new businesses follow all recommended best practices <\/strong>when handling personal data.<\/p>\n\n\n\n<p>But <strong>why does GDPR matter when cold calling?<\/strong>&nbsp;<\/p>\n\n\n\n<p>Spoiler: You\u2019re using your prospect\u2019s personal data (their phone numbers) when cold calling them in the EU. Since such data falls under the purview of the GDPR, you must comply with the rules <a href=\"https:\/\/www.klenty.com\/blog\/cold-calling\/\" target=\"_blank\" rel=\"noreferrer noopener\">while cold calling<\/a>.\u00a0<\/p>\n\n\n\n<p>This means being extra careful about sourcing prospect data and using it mindfully. <em>Why?<\/em><\/p>\n\n\n\n<p>Because breaching these rules can attract penalties. You can be fined up to <a href=\"https:\/\/gdpr-info.eu\/issues\/fines-penalties\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">4% of your annual revenue or \u20ac20 million,<\/a> whichever is higher. Here\u2019s a piece of news to give you some pause: The <strong>Information Commissioner&#8217;s Office (ICO)<\/strong>, UK\u2019s data privacy upholding body, has slapped 2 businesses with a <a href=\"https:\/\/ico.org.uk\/about-the-ico\/media-centre\/news-and-blogs\/2023\/05\/ico-fines-two-businesses-180-000-for-making-unlawful-marketing-calls\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">whopping&nbsp; \u00a3180,000 fine for making unsolicited calls.<\/a>&nbsp;<\/p>\n\n\n\n<p>This begs the question\u2013<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"so-is-cold-calling-allowed-under-gdpr\"><strong>So, <\/strong><strong>Is Cold Calling Allowed Under GDPR?<\/strong><\/h2>\n\n\n\n<p>Cold calling is allowed under GDPR if you go by the book and don\u2019t annoy prospects. While it\u2019s a blurry area with rules that overlap one another, here\u2019s the general rundown:&nbsp;<\/p>\n\n\n\n<p>According to GDPR, you have to <strong>ensure the following before picking up the phone to call your prospects:<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"427\" src=\"https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2024\/01\/how-to-cold-call-prospects-in-the-eu-1024x427.webp\" alt=\"How to cold call prospects in the EU\" class=\"wp-image-18173\" srcset=\"https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2024\/01\/how-to-cold-call-prospects-in-the-eu-1024x427.webp 1024w, https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2024\/01\/how-to-cold-call-prospects-in-the-eu-300x125.webp 300w, https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2024\/01\/how-to-cold-call-prospects-in-the-eu-768x320.webp 768w, https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2024\/01\/how-to-cold-call-prospects-in-the-eu-1536x641.webp 1536w, https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2024\/01\/how-to-cold-call-prospects-in-the-eu-2048x854.webp 2048w, https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2024\/01\/how-to-cold-call-prospects-in-the-eu-755x315.webp 755w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>They have consented to receive the cold call<\/strong>: That means they shouldn\u2019t just know they\u2019ll receive communication from you. They must also know what kind of communication to expect, and how you will use their data <em>before<\/em> consenting.<\/li>\n<\/ul>\n\n\n\n<p>So, you\u2019ll have to <strong>pay special attention to how you gain your prospect\u2019s consent.<\/strong> Whether you ask for your prospect&#8217;s information to add them to a mailing list or you ask them to fill out a lead form, you must mention that their data will be used for sales cold calls. Even better if you can maintain a record of this consent to demonstrate compliance.<\/p>\n\n\n\n<p>Additionally, you must also ensure your <strong>prospect\u2019s number isn\u2019t listed on any \u2018do not contact\u2019 (DNC) list <\/strong>of people who don\u2019t want to receive sales calls. Note that these lists can vary by country, so you\u2019ll need to check for your prospect\u2019s contact details in their regional DNC registry before calling them.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>They have the power to opt out of your communications<\/strong>: It doesn\u2019t necessarily have to be an unsubscribe button. If they reply to you by saying \u2018No thanks\u2019, you must respect their decision and drop their contact data from your database.<\/li>\n\n\n\n<li><strong>You have a valid reason to call them<\/strong>: This means you can cold call your prospects to sell products or services relevant to them as long as it doesn\u2019t override their desire to not be contacted\u2014that is, they\u2019ve explicitly expressed they do not want to receive communication from you or your brand.<\/li>\n<\/ul>\n\n\n\n<p>In simple terms, you can cold call a prospect in the traditional sense unless your prospect opts out of cold calling. As Aksa Kalam, <a href=\"https:\/\/www.cognism.com\/blog\/can-you-still-cold-call-under-gdpr\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Cognism&#8217;s Head of Legal, puts it<\/a>: <em>\u201cWhen you have legitimate interest, you\u2019re not calling up to waste their time or push a product that they have no use for. Of course, no reputable B2B sales team should be doing that anyway!\u201d<\/em><\/p>\n\n\n\n<p>If you thought cold calling in the EU was strict, cold calling in the UK is stricter. For perspective, the 2 businesses that had to pay a whopping \u00a3180,000 fine were based in the UK. And they didn\u2019t face the ax because of non-compliance with GDPR, it was because they didn\u2019t comply with cold calling laws in the UK. Below, <strong>we\u2019ll explain everything else you should know before placing the cold call.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"what-cold-calling-laws-should-you-be-aware-of-in-the-uk\"><strong>What Cold Calling Laws Should You Be Aware of in the UK?<\/strong><\/h2>\n\n\n\n<p>In the UK, you should be <strong>aware of 2 primary laws to make legally compliant cold calls:<\/strong>&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>PECR (Privacy and Electronic Communications Regulations)<\/li>\n\n\n\n<li>GDPR<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"1-pecr\">1. PECR&nbsp;<\/h3>\n\n\n\n<p>PECR is a set of regulations that <strong>govern electronic communications in the UK.<\/strong> This includes marketing activities, like calls, texts, emails, and faxes.&nbsp;<\/p>\n\n\n\n<p>Non-compliance with PECR while making cold calls can bury you under penalties as high as \u00a3500,000 and damage your company&#8217;s reputation.&nbsp;<\/p>\n\n\n\n<p>To avoid this, here are 3 things you must follow:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"861\" src=\"https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2024\/01\/how-to-make-pecr-call-in-the-uk-1024x861.webp\" alt=\"How to make PECR complaint calls in the UK\" class=\"wp-image-18167\" srcset=\"https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2024\/01\/how-to-make-pecr-call-in-the-uk-1024x861.webp 1024w, https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2024\/01\/how-to-make-pecr-call-in-the-uk-300x252.webp 300w, https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2024\/01\/how-to-make-pecr-call-in-the-uk-768x646.webp 768w, https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2024\/01\/how-to-make-pecr-call-in-the-uk-1536x1292.webp 1536w, https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2024\/01\/how-to-make-pecr-call-in-the-uk-2048x1722.webp 2048w, https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2024\/01\/how-to-make-pecr-call-in-the-uk-547x460.webp 547w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Disclose the Right Information:&nbsp;<\/strong><\/li>\n<\/ul>\n\n\n\n<p>When cold calling prospects in the UK, you <strong>must disclose information like your identity, the purpose of the call, your caller ID or freephone number<\/strong> (or a valid alternate contact number), etc. The idea is to allow prospects to make an informed decision about future communications.&nbsp;<\/p>\n\n\n\n<p>Note that some callers may ask for additional details to contact you later. In that case, provide the necessary information.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Respect Their Objections:&nbsp;<\/strong><\/li>\n<\/ul>\n\n\n\n<p>If they clearly express disinterest or explicitly request not to be contacted further, drop them. Don&#8217;t bank on the hope that they might change their mind later.&nbsp;<\/p>\n\n\n\n<p>Why? Because <strong>disregarding their objections and continuing shoving your product in their face would be a straight-up PECR violation.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Check the TPS<\/strong> <strong>Registry<\/strong><\/li>\n<\/ul>\n\n\n\n<p>The <strong>Telephone Preference Service (TPS)<\/strong> is a database of people who don\u2019t wish to receive marketing calls. The PECR mandates you to check this database before making outbound sales calls to prospects in the UK. If you find their number on the list, avoid calling them unless you have their explicit consent or they\u2019ve opted-in to receive a phone call from you.<\/p>\n\n\n\n<p>If you\u2019re making a cold call to a business, check the <strong>Corporate Telephone Preference Service (CTPS)<\/strong>. Doing this helps you avoid contacting businesses who don\u2019t want sales communication.<\/p>\n\n\n\n<p>Remember the 2 businesses that were fined \u00a3180,000? They made 480,000 unlawful telemarketing calls despite receiving multiple warnings from the TPS. Unfortunately for them, the UK takes such violations seriously and is committed to protecting their citizen\u2019s interests and privacy.<\/p>\n\n\n\n<p><strong>P.S:<\/strong> You can make live sales calls to prospects not listed in the TPS or CTPS unless you\u2019re marketing claims management services. Plus, you can only <strong>make marketing calls for pension schemes if you meet specific criteria.<\/strong><\/p>\n\n\n\n<p>This means you must screen your call lists against the CTPS and TPS. But you must also ensure a legitimate interest in contacting your prospects.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2-gdpr\">2. GDPR<\/h3>\n\n\n\n<p>GDPR doesn\u2019t directly regulate cold calling. But it does govern <strong>how you use customer data to make cold calls.<\/strong> To make GDPR-compliant cold calls in the UK, you must fulfill any of these conditions:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"661\" src=\"https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2024\/01\/how-to-make-gdpr-cold-call-in-the-uk-1024x661.webp\" alt=\"how to make GDPR cold calling in the UK\" class=\"wp-image-18168\" srcset=\"https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2024\/01\/how-to-make-gdpr-cold-call-in-the-uk-1024x661.webp 1024w, https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2024\/01\/how-to-make-gdpr-cold-call-in-the-uk-300x194.webp 300w, https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2024\/01\/how-to-make-gdpr-cold-call-in-the-uk-768x496.webp 768w, https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2024\/01\/how-to-make-gdpr-cold-call-in-the-uk-1536x992.webp 1536w, https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2024\/01\/how-to-make-gdpr-cold-call-in-the-uk-2048x1322.webp 2048w, https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2024\/01\/how-to-make-gdpr-cold-call-in-the-uk-712x460.webp 712w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>You have their clear and explicit consent<\/strong><\/li>\n<\/ul>\n\n\n\n<p>This means the prospect has willingly given you the green light to contact them via phone.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>You have signed a contract with the customer<\/strong>&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>You can cold call a prospect even if they have not consented to it when it is required to fulfill a contract with them. For example, calling them to provide information or services they requested.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>You allow them to opt out<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Give your prospects easy options to opt out of the cold call. If they do, make sure you delete their data to avoid landing in legal trouble later. While these conditions may seem discouraging, one situation can make cold calling easier &#8211; when you have legitimate interest.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>You have legitimate interest<\/strong><\/li>\n<\/ul>\n\n\n\n<p>As a business, you have a legitimate interest in contacting prospects via cold calling. But only if they are genuinely your target audience.&nbsp;<\/p>\n\n\n\n<p>\u201cIf they are interested, then they will likely not feel that their privacy is violated to a great extent, and this means that your \u2018legitimate interest\u2019 will prevail,\u201d according to <a href=\"https:\/\/www.pipedrive.com\/en\/blog\/gdpr-cold-calling\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Martin Ojala, Pipedrive\u2019s GDPR expert<\/a>.<br><\/p>\n\n\n\n<p><strong>Note: <\/strong>Legitimate interest can be overridden by the prospect\u2019s right to \u2018not be contacted.\u2019<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"tl-dr-how-to-cold-call-prospects-in-the-eu\"><strong>TL;DR: How to Cold Call Prospects in the EU?<\/strong><\/h2>\n\n\n\n<p>Cold calling in the EU is not as scary as it seems. There is no direct governing law. All you need to do is <strong>be mindful of GDPR and PECR laws and keep these points in mind:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Have a valid reason<\/strong> when reaching potential customers, i.e., you must establish legitimate interest. If you\u2019re a B2B salesperson, chances are you\u2019re already doing this as it is standard industry practice to target prospects who will benefit from your product.<\/li>\n\n\n\n<li><strong>Obtain explicit consent<\/strong> from the prospect before contacting them for marketing purposes. This can be by ticking a box on your lead form, providing a phone number for marketing messages, or sharing their email address for email marketing. If you\u2019re obtaining lists from prospecting tools, run them through the TPS.<\/li>\n\n\n\n<li><strong>Check the TPS and CTPS databases <\/strong>before cold calling prospects in the UK. You can make cold calls to individuals who haven\u2019t registered their numbers in the TPS or CTPS and haven&#8217;t objected to your calls in the past.<\/li>\n\n\n\n<li><strong>Allow prospects to opt out<\/strong> of your communication. If they say they\u2019re not interested in continuing the conversation and do not wish to be contacted again, drop them from your list immediately.<\/li>\n<\/ul>\n\n\n\n<p>P.S.: If you\u2019re obtaining caller information from third-party sources, check if your prospect\u2019s consent is valid, and if your source has obtained the data ethically and legally. This is the surest way to avoid penalties.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>FAQs<\/strong><\/h2>\n\n\n<div id=\"rank-math-faq\" class=\"rank-math-block\">\n<div class=\"rank-math-list \">\n<div id=\"faq-question-1706018316120\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question \"><strong>How to Do Cold Outreach Under GDPR Rules?<\/strong><\/h3>\n<div class=\"rank-math-answer \">\n\n<p>You must <strong>remember 3 things for doing cold outreach while being GDPR compliant:<\/strong> Consent, transparency, and legitimate interest. Once you get this right, you&#8217;ll be well on your way to ensure compliance. Also, remember to research your prospect, offer something of value, and keep it light-hearted.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1706018334895\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question \"><strong>Is Cold Calling Illegal in the UK?<\/strong><\/h3>\n<div class=\"rank-math-answer \">\n\n<p>No, <a href=\"https:\/\/www.klenty.com\/blog\/is-cold-calling-legal\/\" target=\"_blank\" rel=\"noreferrer noopener\">cold calling is not illegal<\/a> in the UK. However, there are certain rules like GDPR and PECR to protect the consumers&#8217; interests when it comes to cold calls or cold emailing. Non-compliance with these regulations can lead to legal action.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1706018356729\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question \"><strong>What is Not Allowed Under GDPR?<\/strong><\/h3>\n<div class=\"rank-math-answer \">\n\n<p>Under GDPR, <strong>the processing of personal data must be lawful, fair, and transparent.<\/strong> Without appropriate safeguards, you cannot process personal or sensitive data without consent or transfer it outside the EU. This includes data collection and storage, call recording, etc.<\/p>\n<p>Much like a referee, GDPR enforces certain rules to ensure fair play when using customer data for email campaigns or cold calling. For example, you must have your prospect&#8217;s consent for receiving cold calls and maintain transparency about the purpose of your sales call and how you intend to use their personal data.<\/p>\n<p>Besides establishing consent, you must ensure your prospect\u2019s number isn\u2019t listed on the TPS (Telephone Service Directory) or UK\u2019s central opt-out register. If it isn\u2019t, you can call them without consent as long as you have a legitimate interest.<\/p>\n\n<\/div>\n<\/div>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Have you ever dabbled in the world of LinkedIn automation to scale outreach? It&#8217;s quick, efficient, and oh-so-tempting. But LinkedIn doesn&#8217;t appreciate such tools. If it discovers you&#8217;re using one, it can take actions as strict as banning you from the platform permanently. With consequences this dire, do you play by the rules or risk [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"rank_math_title":"How to survive the GDPR compliance while cold calling?","rank_math_description":"Cold calling is allowed as long as the prospect explicitly states otherwise . Discover the laws surrounding GDPR and cold calling in sales prospecting. ","footnotes":""},"categories":[26],"tags":[],"class_list":["post-18116","post","type-post","status-publish","format-standard","hentry","category-cold-calling"],"_links":{"self":[{"href":"https:\/\/www.klenty.com\/blog\/wp-json\/wp\/v2\/posts\/18116","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.klenty.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.klenty.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.klenty.com\/blog\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/www.klenty.com\/blog\/wp-json\/wp\/v2\/comments?post=18116"}],"version-history":[{"count":20,"href":"https:\/\/www.klenty.com\/blog\/wp-json\/wp\/v2\/posts\/18116\/revisions"}],"predecessor-version":[{"id":24176,"href":"https:\/\/www.klenty.com\/blog\/wp-json\/wp\/v2\/posts\/18116\/revisions\/24176"}],"wp:attachment":[{"href":"https:\/\/www.klenty.com\/blog\/wp-json\/wp\/v2\/media?parent=18116"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.klenty.com\/blog\/wp-json\/wp\/v2\/categories?post=18116"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.klenty.com\/blog\/wp-json\/wp\/v2\/tags?post=18116"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}