Marketing sur internet comment tisser légalement sa toile en 2

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Marketing sur internet comment tisser légalement sa toile en 2

  1. 1. Sirius LegalDe Scheemaecker Bogaerts Van den BrandeMarketing sur internet:Comment tisser légalement sa toile
  2. 2. Sirius LegalDe Scheemaecker Bogaerts Van den BrandeApple contest1st email• Legal use of email address?• Spam? Advertisement?• Right to say no?
  3. 3. Sirius LegalDe Scheemaecker Bogaerts Van den BrandeApple contestMarketing sur internet: comment tisser légalement sa toileLink fromthe 1stemail• Contactdetails• OK withcontestrules?
  4. 4. Sirius LegalDe Scheemaecker Bogaerts Van den BrandeMarketing sur internet: comment tisser légalement sa toileApple contest2nd emailSpam?
  5. 5. Sirius LegalDe Scheemaecker Bogaerts Van den BrandeMarketing sur internet: comment tisser légalement sa toileI. PROCESSING OF PERSONAL DATAProcessing = any operationCollection o registration o utilisation o preservation oadaptation o modification o extraction o consultation use ocommunication o lock o erasure o destructionPersonal data• any information• on any support• concerning a natural person• identified or identificableBelgian law applies if responsible established in Belgium
  6. 6. Sirius LegalDe Scheemaecker Bogaerts Van den BrandeMarketing sur internet: comment tisser légalement sa toileA. What are the legal obligations of processingpersonal data for the purpose of direct marketing?1. Give information on the processing:• Via notification at the CPP at the latest on the processingo 25€ (www.privacycommission.be) – 125€ (hard copy)• Via communication to the concerned person at the latest at themoment of the collection or registration (PRIVACY POLICY)• Information (a.o.):o Identity of the responsibleo Determined and legitimate purposeso Security measureso If transfer to foreign country: data, guarantees & country
  7. 7. Sirius LegalDe Scheemaecker Bogaerts Van den BrandeMarketing sur internet: comment tisser légalement sa toileA. What are the legal obligations of processingpersonal data for the purpose of direct marketing?2. Obtain « free, specific and informed consent » from theconcerned persono Six legally acceptable reasons / only « consent » applieso Responsible’s legitimate interest if it surpasses the concernedperson’s interest -> NOT ENOUGH FOR MARKETING3. Ensure that the data in your possession are:o Appropriate, relevant and not excessiveo Not sensitive (health, politics, race, religion, judicial…)o Exact and up-to-dateo Reasonably conserved
  8. 8. Sirius LegalDe Scheemaecker Bogaerts Van den BrandeMarketing sur internet: comment tisser légalement sa toileA. What are the legal obligations of processingpersonal data for the purpose of direct marketing?4. Guarantee the possibility for the concernedperson to exerce his rights:• Right to information• Right to access• Right to rectify and erase• Right to opposeo For serious and legitimate reasonso Without reason for direct marketing• Right to be forgotten
  9. 9. Sirius LegalDe Scheemaecker Bogaerts Van den BrandeMarketing sur internet: comment tisser légalement sa toileB. Can I transfer personal data to foreign countries?• Server cloud computing abroad• Sending of data abroad to a subcontractor• Data vetting• To the EU Member states : YES• To third countries: YES IFo Appropriate protection levelo Argentina, Canada, Switzerland, Israel…o Safe Harbor (USA)o Model agreement established by the Commissiono Binding Corporate Rules
  10. 10. Sirius LegalDe Scheemaecker Bogaerts Van den BrandeMarketing sur internet: comment tisser légalement sa toileC. CookiesOpt-in&InformationinPrivacyPolicy
  11. 11. Sirius LegalDe Scheemaecker Bogaerts Van den BrandeMarketing sur internet: comment tisser légalement sa toileII. SPAMApple contest:1st emailQ: Advertising /promotionalelectronic post?NO: Law personal dataprotection (1992)YES : Antispam law(2003)
  12. 12. Sirius LegalDe Scheemaecker Bogaerts Van den BrandeMarketing sur internet: comment tisser légalement sa toileSoftOpt-inForSpamEXCEPTCustomers&info@...sales@...
  13. 13. Sirius LegalDe Scheemaecker Bogaerts Van den BrandeMarketing sur internet: comment tisser légalement sa toileTell-a-friend button• Nice People: Faites du bruit!o Seul arrêt rendu en matière de marketing viral enBelgiqueAsk yourconsentaboutsendingyouadvertisingemails…But nootherpossibilitytoparticipate !
  14. 14. Sirius LegalDe Scheemaecker Bogaerts Van den BrandeMarketing sur internet: comment tisser légalement sa toileMarketing viralApplecontestLink from 2ndemailreminderNo box to tickprivacyconditionsbut already indata bank!
  15. 15. Sirius LegalDe Scheemaecker Bogaerts Van den BrandeMarketing sur internet: comment tisser légalement sa toileIII. VIRAL MARKETINGMention of« advertising »Prior consentEXCEPTFrom mailbox ofuser
  16. 16. Sirius LegalDe Scheemaecker Bogaerts Van den BrandeMarketing sur internet: comment tisser légalement sa toileMention of« advertising »Not misleadingIII. VIRAL MARKETING
  17. 17. Sirius LegalDe Scheemaecker Bogaerts Van den BrandeMarketing sur internet: comment tisser légalement sa toileIV. TELL A FRIENDNice people arrest: « Faites du bruit »
  18. 18. Sirius LegalDe Scheemaecker Bogaerts Van den BrandeMarketing sur internet: comment tisser légalement sa toileApple contest rules“U kunt tevens kans maken op een prijs door mee te doen aan de ’tell-a-friend’mogelijkheid op de Website. Wanneer u gebruik maakt van de ‘tell-a-friend’mogelijkheid, staat u er voor in dat de ontvanger toestemming heeft gegeven voorhet toezenden van de e-mail. U vrijwaart PLANET49 tegen iedere aanspraak vanderden in verband met uw gebruik van de ’tell-a-friend’.”Only in the pdf file of the contest rules:“Er wordt tevens een prijs verloot onder de deelnemers die van de ‘tell-a-friend’mogelijkheid gebruik hebben gemaakt. Na afloop van de Actieperiode zal onderdeze deelnemers een geldbedrag van € 1.000,- worden verloot. Deze prijs zal doormiddel van een cheque worden uitgekeerd.”
  19. 19. Sirius LegalDe Scheemaecker Bogaerts Van den BrandeMarketing sur internet: comment tisser légalement sa toileV. SANCTIONS• Recommendation CPP• Control of the “SPF Economie”• Sanction under civil lawo Injunctiono Summary proceedingso Damages and interests• Sanction under penal lawo Personal data: up to 500.000€o Spam & viral marketing : up to 250.000€

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