EU data Protection reform timetable // IT Management Solutions

EU data Protection reform timetable

Guest contribution by Dr. Ulrich Wuermeling about the importance of the European Data Protection Reform for Dialogue Marketing.

As far as the timetable of the decision-makers in Brussels is concerned, a comprehensive data protection reform is expected to become directly applicable around the year 2016. The reform aims to replace and harmonize the current national laws.
Viviane Reding, the responsible European Commissioner and Vice-President of the European Commission, believes that the reform will be instrumental for the modernization of data protection law, a better protection of personal rights, the development of competition and the economy and for the reduction of bureaucratic burdens. The draft reform bill of the European Commission which was presented on 25 January 2012, however, does not fulfill these goals. Especially in the area of dialogue marketing, it will rather have a detrimental effect.

“On average, European citizens receive less than one personalised promotional letter per day.”

So far, it has been lawful within the European Union to advertise ones’ goods and services via postal mailing of dialogue marketing material. The economic importance of written dialogue with customers and potential customers is a major one, while the actual interference with the addressees’ private sphere remains minimal. On average, European citizens receive less than one personalised promotional letter per day. Thanks to a sensitive selection of addressees, postal dialogue marketing is the optimal type of advertising for all parties concerned.

Cross-border exploration of new markets

Today, addressees only receive advertising they, most likely, are interested in. It is possible to approach potential new customers because companies have the right to use the customer addresses of other companies or data from public sources. This way, new markets can be explored - also across national boundaries. The planned reform of European data protection law jeopardizes these opportunities.

You might also like

Here, you moron FREAK is your proof. Now, Kiss my ass

by to-freakgeek

Rising Fears That What We Do Know Can Hurt
Information: The government is pulling back on previously shared data to keep it from aiding terrorists.
By ERIC LICHTBLAU, Times Staff Writer
WASHINGTON -- The document seemed innocuous
enough: a survey of government data on reservoirs and
dams on CD-ROM. But then came last month's federal
directive to U.S. libraries: 'Destroy the report.'
So a Syracuse University library clerk broke the disc
into pieces, saving a single shard to prove that the
deed was done

Scores of blunders sees Norfolk councils breach data laws over confidential ..  — Norfolk Eastern Daily Press
Information Commissioner Christopher Graham has previously called for councils to take their responsibilities for protecting personal data more seriously. He said in 2012: “There is clearly an underlying problem with data protection in local government.”.

Related Posts

Copyright © . All Rights Reserved