FEBELMAR10/06/2015

COMMISSION

EU COUNCIL EU PARLIAMENT

G 29

EU

NATIONS

EU

Commission

EU

Council

of Ministers

EU

Parliament

Trialogue

Group Article 29

Direct Marketing is Respect Marketing

“Privacy staat nooit op zichzelf. Je kan dan ook niet ‘morrelen’ aan privacy. Je kan hoogstens balanceren tussen privacy en een ander belang. Dus dat doe ik ook. Voorzichtig. Aandachtig. Maar zonder angst. Innovatie is niet iets om bang voor te zijn. De toekomst, is iets om naar uit te kijken.”

Bart TommeleinStaatssecretaris voor Privacy

• Balance privacy citizens- enterprise

• Balance legislation for

European Corporations/

Foreign Corporations

• Opt in for direct marketing

• Officialization Robinson Lists

• Guidelines for usage E-ID

• Data regarding deceased persons

14/3/2015

PRIVACY EVOLVES

From data being locked between big walls to flying over the internet….

Privacy is…. data driven

A matter of balance between:• Citizen & enterprise• Allowing & forbidding• Using means proportionate to objectives• Not killing a fly with a canon• Also a matter of opportunities

PRIVACY IS……

BECAUSE WE ARE LIVING IN A DATA SOCIETY!

Data Tsunami

• 90%worldwide data has been created the last 2 years• We mainly create them ourselves through the internet• Data users = citizens individuals, authorities• Overall data• Detailed information of networks, interests, habits, behavior

individuals

Customization is data driven

• Personalized production

• “Prosumer cooperates”

• Diversity of products

• Scheduled home delivery

• Economy becomes data driven

PROFILING

Why praise a shotgun to a fisherman?

Citizen is more than a consumer

Many thanksIvan Vandermeersch

ivan@bdma.be