When it comes to managing digital assets, compliance with data privacy regulations like GDPR is no longer optional – it’s a business necessity.
Marketing teams today work with thousands of brand visuals, campaign photos, and video clips. Many of these contain identifiable individuals, meaning they fall under the scope of personal data. Without a clear way to track consent, companies face serious risk: reputational damage, regulatory fines, and a breakdown in brand trust.
That’s why it’s so important to have a GDPR manager tool built into your Digital Asset Management system.
What is GDPR and how does it impact managing digital assets?
The General Data Protection Regulation (GDPR) is a European Union law that sets out guidelines for the handling of personal data. It mandates that any organization processing personal data must do so transparently, lawfully, and securely – and it applies whether the company is located in the EU or not.
In practical terms for marketers and brand managers, that means:
- You must have consent for using images where individuals are identifiable.
- Consent must be clear, documented, and retractable at any time.
- All data subjects have rights – including the right to withdraw consent.
Managing these obligations manually is time-consuming and error-prone, especially if you’re working across global teams and multiple campaigns. A GDPR manager tool reduces the effort and eliminates the risk by streamlining consent collection, tracking, and removal.
How Papirfly simplifies GDPR compliance in DAM
Papirfly’s Digital Asset Management solution includes a built-in GDPR manager tool, designed for organizations that use imagery featuring real people. The GDPR manager tool enables users to create “photo sessions”, meaning they can track and store information about every individual captured in an image.
Key features include:
- Consent status at a glance: Instantly view who has given, denied, or withdrawn consent.
- Automated withdrawal: If a data subject withdraws consent, the system ensures related assets are flagged and removed from use.
- Centralized compliance: All consent records are stored securely, with audit trails for regulatory checks.
- User training: The tool can provide employees with guidance on how to manage consent and respond to requests from subjects about their personal data.
Why GDPR automation matters in content creation
When creating marketing materials at scale, it’s easy for outdated or non-compliant images to slip through. Papirfly’s Templated Content Creation tool eliminates this risk by connecting directly to the GDPR manager in your Digital Asset Management system. The result is that every image available in a template has already been cleared for use. No guesswork. No legal risk.
This means:
- Local teams can create content confidently, without worrying about consent status
- Central teams maintain full visibility and control over image usage
- Your brand stays protected – everywhere it appears
Reducing risk by building consent management into your DAM
Data privacy isn’t just a legal obligation – it’s a matter of brand equity. Customers, employees, and stakeholders expect their data to be handled with care. Missteps in this area can lead to loss of trust that’s hard to regain.
By embedding consent management into your DAM:
- Marketing teams avoid using non-compliant images
- Compliance officers gain peace of mind with transparent audit logs
- Employees are trained on what compliant asset usage looks like
DAM software: a proactive solution to consent governance
With Papirfly’s DAM software, GDPR management becomes part of your everyday asset workflow, not an afterthought. Whether you’re scaling campaign content across regions or launching an employer brand refresh, the GDPR manager tool supports responsible storytelling where consent is always clear and compliant.
FAQs
GDPR is a European Union data privacy regulation that requires organizations to handle personal data lawfully, transparently, and securely. In digital asset management, this means you must track, document, and honor consent for every relevant asset, including all images featuring identifiable individuals.
Manual consent tracking is time-consuming and prone to error, especially when performed across global teams and large content libraries. Without clear documentation, organizations risk non-compliance, regulatory fines, and reputational damage. Automation via Papirfly’s GDPR manager tool significantly reduces this risk.
Papirfly’s Digital Asset Management solution includes a built-in GDPR manager tool. It enables users to track consent for individuals in images, automate consent withdrawal processes, store secure audit trails, and ensure only compliant assets are available for use.
Integrating consent governance into digital asset management workflows protects your brand from legal and reputational harm. It ensures that every asset is used ethically and legally, building trust with audiences, safeguarding brand equity, and empowering teams to work responsibly at scale.