{"id":201,"date":"2026-02-05T16:29:47","date_gmt":"2026-02-05T16:29:47","guid":{"rendered":"https:\/\/legaldatos.cl\/admin\/?p=201"},"modified":"2026-02-23T22:24:36","modified_gmt":"2026-02-23T22:24:36","slug":"que-hacer-con-las-bases-de-datos-de-marketing","status":"publish","type":"post","link":"https:\/\/legaldatos.cl\/admin\/que-hacer-con-las-bases-de-datos-de-marketing\/","title":{"rendered":"\u00bfQu\u00e9 hacer con las bases de Datos de Marketing?"},"content":{"rendered":"

El fin del \u00abSpam\u00bb legal y el inicio del Marketing Consentido. Tienes hasta el 1 de diciembre de 2026 para cambiar tu estrategia.<\/p>\n

Si tu estrategia de marketing se basa en comprar listas de correos, descargar datos de internet o enviar promociones a cualquiera que te haya comprado algo alguna vez, tengo una noticia urgente: tienes hasta el 1 de diciembre de 2026 para cambiar tu estrategia.<\/strong><\/p>\n

En esa fecha entra en plena vigencia la Ley 21.719. Ya no se trata solo de \u00abvender m\u00e1s\u00bb, sino de vender legalmente. Aqu\u00ed te explico los 4 cambios estructurales que debes aplicar para no enfrentar multas millonarias.<\/p>\n

1. Elimina las \u00abFuentes de Acceso P\u00fablico\u00bb como excusa<\/h2>\n

El Cambio: La nueva ley elimina las fuentes de acceso p\u00fablico como una base de licitud aut\u00f3noma.<\/p>\n

Si tu base de datos se construy\u00f3 \u00abscrapeando\u00bb datos de LinkedIn o el Diario Oficial, esa base est\u00e1 \u00abcontaminada\u00bb. Lo que debes hacer: Depurarla o conseguir una base legal v\u00e1lida (consentimiento) antes de diciembre de 2026.<\/p>\n

2. Cuidado con el \u00abReciclaje\u00bb de Datos<\/h2>\n

\u00bfUsas los correos de facturaci\u00f3n para enviar tu newsletter? La ley establece el Principio de Finalidad.<\/p>\n

Lo que debes hacer: Si pediste el dato para \u00abemitir boleta\u00bb, no puedes usarlo para marketing salvo que tengas un consentimiento espec\u00edfico. Debes segregar tus bases: cliente administrativo vs. suscriptor de marketing.<\/p>\n

3. Actualiza tu forma de pedir \u00abConsentimiento\u00bb<\/h2>\n

El silencio o las casillas pre-marcadas ya no valen. El consentimiento debe ser libre, informado, espec\u00edfico e inequ\u00edvoco.<\/p>\n

Revisa tus formularios: Elimina las casillas pre-marcadas.
\nCampa\u00f1a de Re-consentimiento: Si tienes una base antigua, env\u00eda una campa\u00f1a solicitando confirmaci\u00f3n bajo los nuevos est\u00e1ndares.<\/p>\n

4. Garantiza el \u00abBot\u00f3n de P\u00e1nico\u00bb<\/h2>\n

Tu cliente tiene el control absoluto mediante el Derecho de Oposici\u00f3n.<\/p>\n

Lo que debes hacer: Tu sistema de Unsubscribe debe funcionar de verdad. Si un cliente se da de baja y le llega otro correo porque estaba en \u00abotra lista de Excel\u00bb, est\u00e1s cometiendo una infracci\u00f3n grave.<\/p>\n

\u00bfEl riesgo de no hacer nada?<\/strong><\/p>\n

Seguir operando con bases \u00absucias\u00bb puede constituir una Infracci\u00f3n Grave, con multas de hasta 10.000 UTM (aprox. $660 millones).<\/p>\n","protected":false},"excerpt":{"rendered":"

El fin del \u00abSpam\u00bb legal y el inicio del Marketing Consentido. Tienes hasta el 1 de diciembre de 2026 para cambiar tu estrategia. Si tu estrategia de marketing se basa en comprar listas de correos, descargar datos de internet o enviar promociones a cualquiera que te haya comprado algo alguna vez, tengo una noticia urgente: […]<\/p>\n","protected":false},"author":2,"featured_media":204,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-201","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-compliance-de-datos"],"acf":[],"yoast_head":"\n\u00bfQu\u00e9 hacer con las bases de Datos de Marketing? Ley 21.719 | LegalDatos<\/title>\n<meta name=\"description\" content=\"Aprende los cambios de la Ley 21.719 para bases de datos de marketing. 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