Data Cleaning

Yes. Businesses can use relocation data to track an existing customer to a new address under the basis of Legitimate Interest, when the individual already exists on their database and if the Privacy Policy states that the individual’s information will be updated with new information if it becomes available. Keeping addresses in your entire database accurate and up to date is also a legal obligation under GDPR Article 5.1.d.

As a Regulation the GDPR is law not best practice. Although it does not specify a frequency for data cleaning it does states explicitly in article Article 5 that “Every reasonable step should be taken to ensure that personal data which are inaccurate are rectified or deleted” . By ‘reasonable’ it is imperative to have a trusted data cleaning process in place to evidence that you are adhering to this requirement

Data Suppression is the regular or ad-hoc removal of any inaccurate and unwanted data from a contact database. Data decays at an alarming rate – changing daily due to house moves, deaths and marriages for example. Cleaning and keeping your data up to date is crucial for a data controller if they want to keep their data accurate and effective. With the enforcement of GDPR in May 2018. keeping data accurate and up to date will become a legal requirement under Article 5 d). REaD Group’s data quality products are the most accurate, comprehensive, trusted and up to date suppression product available in the UK. Combining three market leading products – The Gone Away Suppression file (GAS), GAS Reactive and The Bereavement Register (TBR

No – deceased data is not subject to GDPR as the regulation only applies to living individuals. Our GAS and Qinetic products are name and address only and can be utilised on one of two lawful grounds – either as a legitimate interest or in fulfilment of a legal obligation to keep your data accurate and up to date. If you wish to use GAS Reactive or Qinetic to update one of your existing customer records, then you will do so based on complying with a legal obligation to keep your records up to date and accurate as you will already have established a lawful ground for holding that record. We strongly recommend that your terms and conditions state that you tell your customers that you will update their records.