Where more than twenty years ago buying and selling only took place based on verbal contact, the modern consumer largely strives to transact and receive as quickly and easily as possible – naturally, the supplier does too. Reducing contact comes with risks. If you shop online, and communication is solely through images, buttons, and prices, then you are – as a customer – vulnerable. Under that premise, the Geoblocking Regulation (GO Regulation) was established.
Geoblocking Regulation
The regulation prohibits restricting access to content for customers based on IP address. Not without reason, as research by the European Commission shows. 27 percent of all webshops that geoblock – restrict based on origin – do so to exclude delivery; 22 percent to exclude payment methods; 10 percent for redirecting customers to another website; 5 percent to completely deny access.
The reasons for this barricading are not exactly in favor of customers. Webshops might redirect consumers to foreign web pages where products have a higher market value: deliberately redirecting, to charge more for the same product. On the other hand, it happens that geoblocking does benefit the consumer, for example when an alternative webpage better matches a language derived from the IP address. Regardless of the underlying motivation, every webshop owner has been required to comply with a set of legally mandated criteria since December 3, 2018.
GDPR compliant
The regulation is one of many state impositions. As of 2019, webshop entrepreneurs can drown in a sea of legal obligations – note that these obligations often do not come without reason. Trusted Shops guides and supports complete compliance. Through screening and consulting, they ensure that online stores meet the ever-increasing government and consumer standards.
'Our criteria are framed,' says Rhode Benissan Jonker, Legal Consultant at Trusted Shops. 'First and foremost, we establish an audit protocol. Based on our knowledge, we determine which steps a webshop must take to remain legally compliant.'
These criteria include GDPR compliance, complete information provision (does the webshop do what it promises?), a success-guaranteed ordering process, and a reliable digital security standard.
Guarantee
Rhode continues: 'Our buyer protection is unique. If you make a purchase from a webshop with the Trusted Shops certification mark, the order can be insured up to €2500.-' If the webshop fails to deliver, or something goes wrong with the order, Trusted Shops personally pays out. Incorrect deliveries are common. Hence, a payout like this speaks of confidence: if Trusted Shops wants to continue sustainably, a huge quality standard must be upheld.
Tim Heinen (Country Manager Benelux, left) and Rhode Benissan Jonker (Legal Consultant, right).
'We provide legal assistance. Ultimately, the advantage is twofold: if a webshop meets our criteria, it also meets numerous legal obligations – obligations that have been established to promote customer safety and satisfaction.'
Privacy 360
In summary, the GDPR enforces a conscious handling of personal data. In practice, the imposition can obstruct entrepreneurs, particularly smaller parties.
'Through Privacy 360, we offer a definitive tool to support companies in complying with the GDPR. Think of guidelines for efficiently obtaining processing agreements and drafting a processing register – matters that the Data Protection Authority (AP) is increasingly strict about monitoring. Many solutions come at a high price; not surprising, as many solutions are designed for the needs of large companies. Privacy 360, on the other hand, is intentionally simple.'
Unsure about the legal compliance of your online store, or simply motivated to do even better? Additional information, certification options, and legal information can be found at Trusted Shops.
