The essa Consultancy Privacy Statement:  your Rights under the General Data Protection Regulation (GDPR) & the Privacy and Electronic Communications Regulations (PECR):

The essa Principle:
Over and above legislation and regulation, essa consultancy has always respected the individuals with whom we communicate, rights, opinions and feelings. Irrespective of the information below, should you no longer wish to receive communication from essa, please let us know at once. Many thanks.

Which laws & regulations apply to email marketing in the UK?
In the UK the email regulation we follow is based on GDPR and PECR, under which business to business (B2B) communications do not strictly require opt-in consent.
However, GDPR demands a greater level of care and accuracy, balancing the accuracy and adequacy of data collection for the purpose, against the relevancy of the data collection and the nature of the communication. Generic B2B email addresses (eg sales@domain) are not affected by this legislation nor regulations. The email communication with addresses containing personal names must be reasonably based on the principle of Legitimate Interest, one of the 6 lawful bases of processing data under the GDPR. This covers business interests, described by the Information Commissioner’s Office (ICO) as the most appropriate basis where “the processing is not required by law but is of a clear benefit to you (the recipient) or others”. Article 6, Clause 1 in the GDPR Legislative Acts states, legitimate interest is only legal if “processing is necessary for the purposes of the legitimate interests pursued by the controller or by a third party, except where such interests are overridden by the interests or fundamental rights and freedoms of the data subject which require protection of personal data…” Generally speaking, legitimate interest can be tested by the question: would the recipient be surprised by the relevancy of the communication?

What right does essa have to email me?
We have collected and processed your data on the basis of GDPR legitimate interest. As we have assisted many companies in the short term accommodation sector over the past 10 years, and as we are a sector-specific consultancy, we are of the opinion that our services would be of benefit to you and/or your company. Our services include information from essa consultancy or essa clients, all of which offer relevant services to the sector. However, please let me know if you do not wish to be contacted again in the future. Thank you.

How does essa process my data?
We have obtained your information, based on your presence and profile in the short term accommodation sector, either from information on your website, professional or social media sites, personal communication or common knowledge in the public domain and after, after further research, we are of the opinion that you would be the most relevant person to contact regarding our services, as you fit our typical customer profile. However, please let me know if you do not wish to be contacted again in the future. Thank you.

What information does essa hold on me?
Your email address and less commonly, your name, company name and job title are the only data that we hold on our Mailchimp account, together with past email correspondence, if any. Your data is not being held in any other database and is not resold. However, please let me know if you do not wish to be contacted again in the future. Thank you.