Over the past month accountants and non-accountants alike have been buried under a flurry of GDPR-related emails, the quality of which has been somewhat varied in terms of best practice.
According to Kaye, if a recipient of marketing email has properly consented under the old rules and the sender of the email hasn't changed anything, then the sender will be compliant under the new rules."If not," said Kaye, "you do need to re-consent."
"If you're talking about emailing existing customers about getting something like a tax return in, you don't need consent," continued Kaye.
In terms of future conduct to comply with GDPR, Kaye stated that accounting firms should keep an eye on the landscape, as the regulations are new and as yet untested, and may change depending on the result of the first test cases.