Each of us has at least once received a promotional message and wondered why you ended up on the recipient list of this message. The answer to this is as follows – you are the addressee of direct marketing, and you must also know that according to the new Law of Georgia “On Personal Data Protection”, from 2024, data processing for direct marketing purposes will be possible only with your – the data subject’s – consent.

What new regulation do we have in the direct marketing part?

As we have already mentioned, data processing for direct marketing purposes is permitted only with the consent of the data subject, which means that the law has chosen the so-called opt-in model.

Before obtaining the data subject’s consent and during direct marketing, the data controller/processor must explain to the data subject clearly and in simple language the right to withdraw the consent at any time and the mechanism/method of its implementation.

The data controller/processor is obliged to stop processing the data for direct marketing purposes within a reasonable time after receiving the data subject’s request, but no later than 7 working days.

The data subject must have the possibility to request in a simple form the termination of the processing of his/her data for direct marketing purposes. In addition, the data subject must be given clear and easy-to-understand instructions on the use of this tool.

It is not allowed to impose a fee or other limitation for exercising the right to withdraw consent by the data subject.