With the EU General Data Protection Regulation in effect, marketers seek to share liability with third-party vendors for potential violations, The Wall Street Journal reports. Marketers hope to have the third parties shoulder any GDPR penalties, not only because of the large monetary fines but also for their brand’s reputation. A marketing executive at one large company said it did business with one vendor if it agreed to pay more than $15 million in fines if they were involved in a data breach or suffered a GDPR violation. The executive said the move was to show its consumers the company took data privacy seriously. “This is something that clients push for, which is fully understandable,” OMD Worldwide Chief Executive Florian Adamski said. “Agencies push back, and usually they reach an agreement.” (Registration may be required to access this story.)
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