General Data Protection Regulation (GDPR)was introduced in May 2018 by the European Parliament, the Council of the European Union, and the European Commission to address concerns over data protection in the digital age. Critically, as the first point of contact between organizations and their guests, data capturing processes must be evaluated to ensure captured data is gathered, assessed and stored in a GDPR-compliant way. With the introduction of GDPR, organizations have focused so much energy and resources on ensuring their business architecture and network are secure they have forgotten to ensure the compliance of their front-of-house TDS Suite.

It is no longer acceptable for organizations to apply a solitary terms and conditions consent box in customer data gathering circumstances. Any EU directed online marketing forms and interactions are now required to obtain explicit opt-in and clear consent. e.g. check boxes must be displayed for promotional messages, terms and conditions, data sharing purposes and any other reason an organization may have for capturing this data. Additionally, the customer data an organization is seeking to capture must be relevant and limited in relation to its purpose.