What is the EU-US Privacy Shield ?

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The EU-US Privacy Shield was negotiated in 2016 and put into effect in August 2017. This agreement was welcomed by both sides of the Atlantic.

However, things got a little complicated when appointed people had to be appointed to oversee the agreement, both in the EU and the US. And the appointment of an ombudsman for the agreement became a major point of contention between the US and the EU.

On July 16, 2020, the European Court of Justice ruled that the Privacy Shield is invalid. This is because it does not adequately comply with EU data protection laws.

What does it mean if the Privacy Shield is invalid?
Now that the Privacy Shield has been deemed invalid, companies wishing to transfer luxembourg phone number list personal data from the European Economic Area to the US must use other GDPR-compliant mechanisms to protect personal data.

What does this mean for companies using email marketing?
Following the July 2020 ruling, we now know that the Privacy Shield is not GDPR compliant.

If you are a European business with EU contact data and you work with US email marketing software, you need to make sure you are GDPR compliant. The same goes for if you are a US business using email marketing and have European customers.

This is why we recommend that you choose a European email marketing provider, with servers located in Europe, a strictly applied anti-spam policy and compliance with the GDPR.

But of course, it's not enough to just use an email marketing tool. Here's what you need to do to make sure you're GDPR compliant:

To learn more about each point, consult our GDPR Checklist .

What will happen to EU-US data transfers?
The story continues.

Now that the Privacy Shield has been revoked, US data protection policies are no longer fully applicable to protecting European contact data.

It is not yet clear what will happen next and whether a new agreement can be reached.

But we can tell you that following the GDPR can bring you greater benefits. For example, having a list of contacts who agree to receive your emails allows you to have a more qualified audience interested in opening your emails, which can translate into a higher opening rate and, in the medium term, better deliverability .