TL;DR
Pardot, Salesforce’s B2B marketing automation platform, can be GDPR compliant when used correctly. While Salesforce provides robust tools and safeguards to support data privacy, ultimate compliance depends on how businesses configure, manage, and use Pardot, particularly around consent, data collection, and processing practices.
Is Pardot GDPR Compliant?
Yes, when implemented and configured correctly, Pardot can be used in a GDPR-compliant manner. Salesforce, Pardot’s parent company, has made significant investments in data privacy to align its tools with GDPR requirements. However, it’s essential to understand that GDPR compliance is a shared responsibility between Salesforce (as the processor) and your business (as the data controller).
Key GDPR Features and Capabilities in Pardot
Data Processing Agreements (DPAs) Salesforce provides a pre-signed GDPR-compliant Data Processing Addendum, which outlines its responsibilities as a data processor. This DPA is essential for establishing a lawful basis for using Pardot under GDPR.
Consent Management Tools Pardot offers customizable forms and landing pages where businesses can collect explicit consent for marketing communications. You can also set preferences for double opt-in, aligning with GDPR requirements for valid, informed consent.
Data Subject Rights Support GDPR grants individuals rights such as access, rectification, deletion (right to be forgotten), and data portability. Pardot allows businesses to:
Export contact data upon request
Update or delete records manually or via automation
Suppress contacts to stop further communications
Subprocessor Transparency Salesforce publishes a list of subprocessors (vendors involved in data processing) and offers advance notice for changes, allowing customers to assess any privacy impact.
Regional Data Hosting Options Pardot data is hosted on Salesforce’s infrastructure. While the default storage region may be in the U.S., Salesforce participates in the EU–U.S. Data Privacy Framework and offers Standard Contractual Clauses (SCCs) to ensure compliant data transfers.
Audit Logs and Access Controls Pardot tracks user activity, logins, and changes to records—helpful for demonstrating GDPR accountability. You can configure role-based permissions to control access to personal data.
Opt-Out and Preference Centers Users can set up email preference centers and opt-out mechanisms to honor customer choices regarding communications—supporting the GDPR principle of user autonomy.
What You Still Need to Do
Using Pardot doesn’t automatically make your business GDPR-compliant. To use it lawfully under GDPR, you should:
Review and sign Salesforce’s DPA
Enable and track consent properly for all marketing contacts
Avoid importing contacts who haven't opted in
Document your lawful basis for processing each contact’s data
Train marketing and sales teams on GDPR-aligned workflows
Create clear privacy notices on forms and emails
Who Needs to Care? EU/EEA-Based Companies Any business targeting or processing data of EU citizens must configure Pardot in line with GDPR obligations.
B2B Marketing Teams Especially those using automated outreach, behavioral tracking, or personalization tools.
Salesforce Admins & CRM Managers Responsible for platform setup, data flow, user permissions, and integration with other tools.
Legal and Compliance Officers Must evaluate data processing practices, data transfers, and ensure rights management protocols are in place.
Customer Insights
Pardot users often appreciate its automation power and CRM integration, but many caution that GDPR compliance requires proactive configuration.
"Pardot helped us streamline lead capture, but GDPR forced us to rethink how we collect and store data. Now, we use double opt-in on all forms and segment audiences based on consent types."
"Salesforce’s legal documentation and support helped us draft a GDPR strategy, but we had to rework several Pardot workflows to meet consent and retention rules."
Final Thoughts
Pardot offers the infrastructure and tools necessary to help businesses comply with the GDPR—but compliance is not guaranteed by default. It’s up to your organization to:
Get informed on your legal obligations Configure Pardot with privacy in mind Monitor ongoing data practices Respond to data subject rights in a timely manner