The General Data Protection Regulation

The General Data Protection Regulation by Dr. Sachiko Scheuing and Dr Outi Niininen
May 23rd, 2018 at 11:00am EST (New York Time)


Dr. Outi Niininen is an entrepreneur, author and consultant in marketing. She has just launched webstore , the home of Smart Marketing and Fixua Markkinointia blogs as a digital touch point for her mainly B2B enterprise. also sells limited product selection directly to consumers. Her research projects have focused on human-computer/smartphone interaction, crisis management, utilising social media for research, destination loyalty, destination branding, as well as the Australian short break holiday market. Her recent research focuses on using psychological principles to engage adult learners in on-line learning environments. Outi is also a Co-editor in Chief for a new educational journal Evolving Pedagogy- Greetings from Finland



Dr. Sachiko Scheuing is the European Privacy Officer for Acxiom, a global leader in marketing services, and Co-Chairwoman of the Federation of European Direct and interactive Marketing Association (FEDMA), based in Brussels. With more than 20 years’ experience in the field of marketing intelligence, and as a former Chief Analyst, Sachiko combines theoretical and practical experience of the Ad-tec industry to manage Acxiom’s European government affairs and compliance.  She also provides national and European level advice to clients and colleagues on data protection and privacy matters. Besides FEDMA, Sachiko is active in many European and global privacy and marketing associations as well as think-tanks.  In the Netherlands, she has been a long standing board member, in charge of international affairs, of the Dutch Association of Data Protection Officers (NGFG).  Representing NGFG, she found the Confederation of European Data Protection Organisation (CEDPO) with DPO associations across Europe.

Webinar Description:
The General Data Protection Regulation (GDPR) will come into force soon.  What changes will be brought by the new European law?  The session will discuss the background and the implications of a cornerstone legislation, with a slight accent on data use in marketing advertisement.

Technology and the free internet have dramatically improved the comfort of our daily lives. At the same time, consumers are becoming more and more aware of the amount of data collected about them, as digitalization brought to us by modern life is inevitable. Transparent and accountable data use is becoming increasingly important for companies to maintain trust in the marketplace.

The much talked about GDPR (General Data Protection Regulation) is the new EU data protection law that can also apply to organizations outside Europe, processing records of persons in the EU. What’s more, it carries a maximum penalty of 4% of the global annual turnover.

This presentation is a comprehensive and short GDPR information package followed by a short discussion addressing some of the concerns small business owners have with the GDPR implementation. This presentation could also be useful for academics preparing to address their students’ inquiries of the GDPR.



This Webinar is co-hosted by University of South Florida Sarasota-Manatee and M3 Center for Hospitality Technology and Innovation and Association of North America Higher Education International (ANAHEI)