41% of UK professionals defy WhatsApp’s legal terms of service

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 14, 2020, 5:59 PM UTC

Business messaging app Guild conducted research on the breach of WhatsApp’s legal policies.

Despite WhatsApp’s legal terms of service not allowing users to use the messaging app for non-personal use, 41% of the UK workers use it for professional purposes. Further, 53% of people under the age of 45 are breaching WhatsApp’s legal policies.

The research further reveals that some WhatsApp features may not comply with the General Data Protection Regulation (GDPR) and other legal duties. This article also states “unsuitable material” cannot be removed from WhatsApp by administrators that can create safeguarding issues.

Ireland’s GAA (Gaelic Athletic Association) banned the use of WhatsApp by its clubs along with other organisations as the platform was “not GDPR-compliant”. Guild’s founder and CEO Ashley Friedlein said businesses should educate their employees about the importance of using platforms designed for professional use.

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