The test: targeting or monitoring people in the EU
According to the European Commission's guidance on who data protection law applies to, the GDPR applies to a company established outside the EU where it offers goods or services, paid or free, to individuals in the EU, or monitors the behaviour of individuals in the EU.
The Commission gives a useful contrast. A small online education company based outside the EU that targets mainly Spanish and Portuguese language universities in the EU is covered. A service provider based outside the EU that serves customers outside the EU, whose clients happen to use its services while travelling in the EU, is not covered, provided it does not specifically target its services at individuals in the EU.
For a Singapore business, the practical questions are therefore:
- Do we market to people in EU countries, for example with pages in their languages, prices in euros, or delivery to EU addresses?
- Do we track the behaviour of people in the EU, for example through profiling or analytics aimed at them?
- Do we have an establishment, such as an office or branch, in the EU?
A yes to any of these is a reason to take advice. Having European clients through a business-to-business relationship is a different question again, and the answer depends on the detail.