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Data Protection in the Marketing Department

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Trade fairs are an excellent way to acquire customers. New products are not only exhibited here, but can also be tested and purchased directly.

In the following, we will explain which data protection precautions must be taken at trade fairs.

If personal data is collected at the trade fair stand, for example in the form of order forms or image and sound recordings, the visitor must be informed in accordance with Art. 13 GDPR.

It is particularly important that every visitor has the opportunity to take note of this information. If images, videos or sound recordings are made, visitors must be made aware of this in a clearly visible manner.

The visitor must be informed of the following points, among others, each time data is collected (please strictly observe Art. 13 GDPR!):

  • the name and contact details of the controller and, if applicable, the data protection officer
  • the purposes for which the personal data are to be processed and the legal basis for the processing
  • the duration for which the personal data will be stored or, if this is not possible, the criteria used to determine that period
  • the existence of the right to access from the controller and rectification or erasure of personal data or restriction of processing concerning the data subject or right to object to processing as well as the right to data portability.

In B2B Relationships

In B2B relationships, it is common to exchange business cards. In the digital age, the contact data from the business cards is often transferred to a CRM system for practical reasons.

It should be noted here that B2B customers must also be informed about the processing of their data in accordance with Art. 13 GDPR.

In order to comply with this obligation, information signs can be set up, for example. If contact is made after the trade fair, it is advisable to refer to the processing of the data, e.g. by e-mail attachment or link. However, before sending advertising e-mails beyond the specific offer, specific consent must first be obtained.