When you talk to your listeners, you build a connection with them.
It’s a relationship that helps your station succeed and grow, and it’s built on trust. While the content is a crucial part of that, the way you treat your audience plays a vital role. Protecting their information is another essential part of maintaining that bond.
There are several useful recommendations for how broadcasters can safeguard privacy. The Council of Europe’s guidelines and Ofcom’s broadcast code on privacy define terms like legitimate expectation of privacy. They also set out the relevant legislation, including human rights and communication acts. Let’s take a closer look at data protection best practice and what it means for radio broadcasters.
GDPR Essentials: Navigating Data Protection Regulations for Radio Stations
The General Data Protection Regulation (GDPR), whether in the UK or the EU, sets out individual rights and the laws regarding data storage, control and processing. For companies, including radio broadcasters, it means putting in place policies on how you handle data and process to document information you hold.
Your listeners have a right to know what data you hold on them, as well as a right to be forgotten, which means removing all appropriate information. For radio stations, that means any opt-in email lists, competition entries, phone-in details and listener demographics.
According to GDPR, there are two types of data. The category, personal or anonymised, determines the rules on how you collect, handle and store the information. It also affects how you proceed if there’s a breach.
Safeguarding Listener Information and Personal Data
Collecting listener data in one form or another is part of running a radio station. Since holding the information is necessary, it’s essential to safeguard it with secure storage. Your policies should identify the measures you use to keep it safe, including encryption and access protocols.
According to the law, you need a plan to determine who has access and why. If there’s a legitimate use for the data, then radio staff members can have access, but measures should be taken to prevent unauthorised access, as well as destruction and accidental loss.
A retention policy sets out what you keep, how long you keep it, and how it’s stored and destroyed. If a data breach occurs, you need to act fast, so having a plan is paramount. The law states that you should report a data breach within 72 hours.
Transparency and Consent: Building Trust Through Clear Data Privacy Policies
Policies are working documents that provide guidance for radio station staff. However, they’re also a way to communicate your procedures to your listeners. Being upfront and transparent helps to build trust, so make sure the policy is written in clear language and is accessible.
When obtaining data, you should observe best practices to get your listeners’ consent. Requests should be obvious and clear and require positive action. You should give listeners control at all stages by offering opt-out or unsubscribe buttons.
The Power of Transparency
Respecting your audience’s privacy means you can foster a stronger relationship with your listeners. Being transparent about your data practices is integral to maintaining trust. Stay up to date on what’s expected and find out about upcoming legislation changes through the Media Bill.