GDPR compliance is non-negotiable for businesses operating in or targeting the European Union. With fines up to €20 million or 4% of global revenue, getting it wrong isn’t an option.
So where does RB2B stand? Let’s break down exactly how RB2B handles GDPR and what it means for your business. For a complete overview, see our full RB2B review and RB2B safety analysis.
The Short Answer
┌─────────────────────────────────────────────────────────┐
│ RB2B & GDPR STATUS │
├─────────────────────────────────────────────────────────┤
│ │
│ Person-level EU identification: ✗ NOT AVAILABLE │
│ Company-level EU identification: ✓ Available │
│ IP geofencing for EU: ✓ Yes │
│ EU data in their database: ✗ Excluded │
│ GDPR compliant approach: ✓ Via exclusion │
│ │
└─────────────────────────────────────────────────────────┘RB2B claims GDPR compliance by simply not identifying EU individuals. They use geofencing to block person-level identification for European visitors entirely.
How RB2B Approaches GDPR
The Geofencing Strategy
RB2B doesn’t try to be GDPR compliant in the traditional sense. Instead, they avoid GDPR entirely:
VISITOR ARRIVES
│
▼
┌───────────────────────┐
│ Check IP Location │
└───────────────────────┘
│
┌─────────────┴─────────────┐
│ │
▼ ▼
┌─────────────┐ ┌─────────────┐
│ US IP │ │ EU/UK IP │
└─────────────┘ └─────────────┘
│ │
▼ ▼
┌──────────────┐ ┌──────────────┐
│ Full Person │ │ Company-Only │
│ Identification│ │ Identification│
│ │ │ │
│ • Name │ │ • Company │
│ • Email │ │ • Industry │
│ • Phone │ │ • Size │
│ • LinkedIn │ │ │
└──────────────┘ └──────────────┘What RB2B Says About GDPR
From RB2B’s official documentation:
“RB2B’s database is designed to exclude personally identifiable information (e.g., emails, phone numbers) of EU or UK residents – regardless of where they are at a given moment.”
“In GDPR terms, we don’t have an ‘establishment’ in Europe/UK because we don’t engage in ‘the effective and real exercise of activities through stable arrangements.’”
The Technical Implementation
How IP Geofencing Works
RB2B uses a third-party Geo-IP service to determine visitor location:
| Step | Action | Data Shared |
|---|---|---|
| 1 | Visitor arrives | IP detected |
| 2 | Geo-IP lookup | True/False only |
| 3 | US confirmed | Full identification |
| 4 | EU/UK detected | Company only |
Key detail: RB2B claims they don’t receive the actual IP address—just a yes/no answer about US location.
What Happens to EU Visitors
┌─────────────────────────────────────────────────────────┐
│ EU VISITOR EXPERIENCE │
├─────────────────────────────────────────────────────────┤
│ │
│ Data Collected: │
│ ├── Company name ✓ (via IP/company DB) │
│ ├── Industry ✓ │
│ ├── Company size ✓ │
│ ├── Page views ✓ │
│ │ │
│ Data NOT Collected: │
│ ├── Personal name ✗ │
│ ├── Email address ✗ │
│ ├── Phone number ✗ │
│ └── LinkedIn profile ✗ │
│ │
└─────────────────────────────────────────────────────────┘Is This Approach Actually GDPR Compliant?
The Legal Gray Area
RB2B’s approach raises some questions:
| Issue | RB2B’s Position | Potential Risk |
|---|---|---|
| Company data | Not personal data | Low risk |
| IP processing | Only for geolocation | Medium risk |
| Cookie tracking | Still tracks behavior | Medium risk |
| No EU establishment | Outside GDPR scope | Debatable |
What GDPR Actually Requires
GDPR applies when you:
- Process personal data of EU residents
- Offer goods/services to EU residents
- Monitor behavior of EU residents
Even company-level tracking with cookies may trigger GDPR requirements.
The Cookie Consent Issue
┌─────────────────────────────────────────────────────────┐
│ COOKIE CONSENT REQUIREMENTS │
├─────────────────────────────────────────────────────────┤
│ │
│ EU Visitor + RB2B Script = Cookie Consent Needed │
│ │
│ Even without person-level ID, you still: │
│ • Drop cookies on EU visitors │
│ • Track their behavior │
│ • Process some data │
│ │
│ ⚠ You MUST have cookie consent for EU visitors │
│ │
└─────────────────────────────────────────────────────────┘Your GDPR Responsibilities with RB2B
What RB2B Requires You to Do
| Requirement | Description | Who’s Responsible |
|---|---|---|
| Privacy policy update | Disclose visitor tracking | You |
| Cookie consent banner | Get explicit consent | You |
| Consent management | Track & store consent | You |
| Opt-out mechanism | Allow data removal | You |
| Compliance audits | Ensure ongoing compliance | You |
Privacy Policy Language
RB2B suggests adding language like:
We use website visitor identification services to help
understand who visits our website. For visitors in the
United States, this may include identifying individual
visitors using publicly available data. For visitors
outside the United States, only company-level information
is collected.
You may opt out of this tracking by visiting:
https://www.rb2b.com/rb2b-gdpr-opt-outComparing GDPR Approaches
Looking for GDPR-friendly alternatives to RB2B? Here’s how the tools compare.
RB2B vs. European-Native Tools
| Feature | RB2B | Leadfeeder | Leadpipe |
|---|---|---|---|
| EU person-level ID | ✗ No | ✗ No | ✗ No (US focus) |
| EU company-level ID | ✓ Yes | ✓ Yes | ✓ Yes |
| Built for EU market | ✗ No | ✓ Yes | ✗ No |
| GDPR by design | ✗ No | ✓ Yes | ✓ Geofencing |
| US match rate | 5-20% | ~15% | 40%+ |
The Geographic Trade-off
COVERAGE COMPARISON
LEADFEEDER (EU-Native)
├── EU/UK: ████████████████████ Strong
└── US: ████████ Moderate
RB2B (US-Focused)
├── EU/UK: ████ Company only
└── US: ████████ Moderate (5-20%)
LEADPIPE (US-Focused)
├── EU/UK: ████ Company only
└── US: ████████████████████ Strongest (40%+)GDPR Compliance Checklist for RB2B Users
Before Implementation
- Determine if you target EU customers
- Consult legal counsel if EU-focused
- Review your current privacy policy
- Assess your cookie consent solution
During Implementation
- Update privacy policy with RB2B disclosure
- Implement GDPR-compliant cookie consent
- Configure consent for EU visitors
- Add RB2B opt-out link to policy
Ongoing Compliance
- Monthly cookie consent audits
- Quarterly privacy policy reviews
- Process opt-out requests promptly
- Document compliance efforts
The Real Question: Should You Use RB2B for EU Markets?
When RB2B Makes Sense
| Scenario | Recommendation |
|---|---|
| 100% US audience | ✓ RB2B is fine |
| Mostly US, some EU | ⚠ Consider alternatives |
| Significant EU focus | ✗ Use EU-native tools |
| EU-headquartered | ✗ Use EU-native tools |
When to Look Elsewhere
If you need EU person-level identification, you’ll need:
- Explicit consent mechanisms
- Different tools for EU markets
- Separate data handling processes
Better Options for US-Focused Businesses
If your audience is primarily US-based, you want maximum identification rates, not just GDPR workarounds.
Leadpipe: Higher Match Rates, Same Compliance
| Metric | RB2B | Leadpipe |
|---|---|---|
| US match rate | 5-20% | 40%+ |
| Person-level data | Pro only | ✓ Included |
| Email addresses | Pro only | ✓ Included |
| Phone numbers | Limited | ✓ Included |
| GDPR approach | Geofencing | Geofencing |
| Compliance | SOC2 | SOC2 |
The Math That Matters
┌─────────────────────────────────────────────────────────┐
│ LEAD GENERATION COMPARISON │
├─────────────────────────────────────────────────────────┤
│ │
│ Your Traffic: 10,000 US visitors/month │
│ │
│ RB2B (15% match): │
│ └── 1,500 identified visitors │
│ │
│ Leadpipe (40% match): │
│ └── 4,000 identified visitors │
│ │
│ Difference: 2,500 more leads/month │
│ │
└─────────────────────────────────────────────────────────┘Key Takeaways
RB2B’s GDPR Status
- Not traditionally GDPR compliant — They avoid it via exclusion
- No EU person-level data — By design
- Company-level only for EU — Limited value
- You’re still responsible — Cookie consent, privacy policy
Your Action Items
- If US-only: RB2B’s approach works, but consider higher-match alternatives
- If any EU traffic: Implement proper cookie consent
- If EU-focused: Consider EU-native tools like Leadfeeder
- If maximizing US leads: Try Leadpipe for 40%+ match rates
Get More Leads from Your US Traffic
While RB2B’s GDPR approach works by exclusion, its 5-20% match rate means you’re missing most identifiable visitors.
Leadpipe identifies 40%+ of US visitors with the same compliance approach—potentially 2-4x more leads.
Start with 500 free leads:
