GDPR Considerations For Interactive Digital Signage Content

Introduction To General Data Protection Regulations (GDPR)

Interactive content is becoming the norm as businesses invest more heavily in digital signage technology. Digital displays integrated with touch screens, computer vision, and voice recognition provide new ways to promote products, engage with customers, and give real-time information. However, with these new advancements and capabilities come greater responsibilities in ensuring privacy protection and data safety of the users interacting with the content, particularly in light of privacy laws.

The best-known policy enforcing a customer's right to privacy is the General Data Protection Regulation (GDPR), which took effect in the European Union (EU) in 2018. It was created to ensure that individuals can control their personal data and protect their privacy. All EU citizens are protected and all companies that do business in the EU - regardless of where those companies are headquartered - must comply.

GDPR gives individuals control over their personal data, including the right to know what data is being collected, why it is being collected, and for what purpose. It requires companies to obtain explicit consent from users before collecting their data, which means companies can no longer bury requests for consent in lengthy terms and conditions that most users never read. GDPR also makes it mandatory for companies to disclose data breaches to users within a specified time frame.

This article reviews the GDPR considerations one must make when creating interactive content for digital signage.

NOTE: Regional alternatives to GDPR - such as the California Consumer Privacy Act (CCPA) in the United States - are satisfied by the fulfillment of GDPR requirements. So the contents of this article address those alternatives as well.

GDPR Considerations

User Consent

GDPR requires obtaining user consent for the collection and processing of personal data. Businesses must inform their customers of the data collected, the purpose of the data collection, and how long the data will be retained. When creating interactive digital signage, businesses must include a clear and concise user consent statement displaying the purpose of data collection and processing activities. For instance, if a business collects facial data to monitor customer behavior for product recommendations, the digital sign must display the consent statement notifying the user of this and allow them to opt-out if they don’t want their face captured on the camera.

Encryption and Data Security

Personal data collected from interactive digital signage must be encrypted and secured using robust data protection strategies. When designing interactive screens, businesses must ensure data protection measures such as secure communication of data transfers, encryption, and secure storage of personal data to protect them from unauthorized access. If you’re providing customer details over voice command, always ensure that you verify their identity before discussing any sensitive information.

Minimal Data Collection

Businesses must ensure that they collect the minimum personal data necessary to provide the intended purpose. Interactive digital signs should only collect data relevant to their objectives, and the information should not be used in any other context. For example, if a business collects data for marketing purposes, it must stick to that context and avoid extending the data usage without obtaining additional user consent.

Data Retention Policies

Your business should define clear data retention policies and procedures for all data collected from interactive digital signs. When creating an interactive digital sign, a business must ask themselves, "How long do we need to retain this data?" Once that is established, proper procedures, including secure deletion measures, must be implemented to ensure compliance with GDPR regulations.

Designate a Data Protection Officer (DPO) for digital signage compliance

Companies that process personal data in interactive digital signage must appoint a Data Protection Officer (DPO) to ensure compliance with GDPR regulations. The DPO is responsible for ensuring the organization conforms to GDPR requirements related to digital signage and serves as a single point of contact for internal and external stakeholders regarding data protection issues. By appointing a DPO, organizations show their commitment to following GDPR guidelines regarding interactive digital signage, establishing an essential resource for dealing with data protection queries.

Guidelines for creating digital signage in line with GDPR

To successfully create interactive content that is effective and engaging while meeting GDPR requirements, companies may consider the following examples:

1. Anonymous Data Collection: An effective way to comply with GDPR is to collect anonymous or pseudonymous data, which means that the data collected cannot be directly attributed to an individual. This can still provide valuable insights into user behavior without violating GDPR regulations.
2. Limited Data Collection: Businesses can limit how much personal data they collect when designing an interactive campaign. For example, businesses can collect only email addresses or phone numbers rather than collecting users' names. This ensures that only the necessary personal data is collected.
3. Opt-In Forms: To comply with GDPR, companies can use opt-in forms to collect consent from users before initiating any data collection. This can be done by displaying a simple form, asking users to consent to the collection of their data.
   

By following these guidelines, businesses can create interactive content for digital signage that is effective and engaging while adhering to GDPR regulations. Businesses can create successful and compliant campaigns by collecting only the necessary data, ensuring this data is stored securely, and obtaining user consent.

Conclusion

Interactive digital signs are poised to revolutionize the in-store customer experience. However, it is legally necessary to consider data protection and privacy when collecting personal data from interactive digital signage. Obtaining user consent, limiting data collection, enforcing data retention policies, securing storage, and educating employees are some of the essential steps businesses must take to ensure GDPR compliance. Businesses can, in fact, reap the full benefits of interactive digital signage technology without infringing upon their customer’s privacy rights. Implementing robust data protection measures ensures trust in their users and compliance with GDPR regulations. Finally, clear and concise consent statements displayed on digital signs will promote trust and transparency, and raise awareness levels of data privacy.