the right to be forgotten vs. the marketeer
Post on 22-Sep-2014
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DESCRIPTION
Is 2013 the year of privacy? New European legislation is coming up, creating more and more restrictions, and the the fearsome "Right to be forgotten". One thing's for certain: privacy on the web is finally going mainstream, particularly among an unexpected demographic: teens and young adults. It's a dangerous game for marketeers and data gatherers. Hope for the best, and prepare for the worst. Presentation for STIMA: DATA DRIVEN MARKETING CONGRESS 2013 Customer insights, targetting and re-targetting, customer experience & engagement, big data, social insights, … What else do we have, or is small the new big? This year we look at how data can be the solution to your marketing problems. With cases from Barclays, Danone, Printemps (French Retailer), Thomas Cook, De Lijn, Damart, Lotus, Levis ("De kleurrijkste school") & Toyota. But also Tamara Gielen, Engagor, MyLex, Engage Digital, Sparklink and many more. (http://www.stima.be/sites/default/files/DDMC2013.pdf and http://www.stima.be/nl/agenda/data-driven-marketing-congress-2013)TRANSCRIPT
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DIGITAL MARKETING. AND THE LAW.
BY Matthias DOBBELAERE
(PARTNER AT LEGAL FIRM MYLEX) + (ICT-JURIST FOR BECOMMERCE) +
(BOARD MEMBER FEWEB)
MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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MYLEX
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OR: HOW TO PROFIT FROM LAW?
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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+ CONTENTS
INTELLECTUAL PROPERTY EMAIL MARKETING
+ Question?
PRIVACY
COOKIES
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
SOCIAL & BLOGGING
INFORMATION
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Intellectual Property: Why Should I Care?
COPYRIGHT & TRADEMARKS
MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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GOOD
NEWS FIRST.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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THE LAW
CAN BE ON YOUR SIDE.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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© IS FREE.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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(!) CRUCIAL:
TRANSFER OF IP RIGHTS
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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YOUR BRAND, YOUR REPUTATION.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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HOW DO I inform?
INFORMATION, INFORMATION
MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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INFORM YOUR USER/SUBSCRIBER AND BE TRANSPARENT.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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LEGAL OBLIGATIONS.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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NOT SUFFICIENT.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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NOT SUFFICIENT.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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LIKE IT SHOULD BE:
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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NOT SUFFICIENT.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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NOT SUFFICIENT.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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PRIVACY. FOR LOSERS?
PRIVACY
MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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I've never looked through a keyhole
without finding someone was looking back.
Judy GARLAND.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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PRIVACY COLLECT WITH CARE.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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PRIVACY COLLECT WITH CARE.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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PERSONAL DATA?
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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NAME, EMAIL, PIC, ADDRESS, ....
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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BUT ALSO…
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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82.167.189.52
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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1 “fairly and lawfully”.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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2 “legitimate purposes”.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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3 “SPECIFICALLY DEFINED”.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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4 “adequate, relevant and
not excessive”.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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TYPES OF DATA.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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NON- SENSITIVE.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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AND SENSITIVE DATA.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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MOBILE APP COLLECTING.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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SOCIAL MEDIA COLLECTING.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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LOCATION BASED DATA.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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THIRD PARTY SERVICES: FOURSQUARE, ...
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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SELLING ID DATA?
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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RULE OF THE MARKETEER.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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AND THE LEGAL RULE.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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LESS IS MORE.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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AND WHAT ABOUT THE FUTURE?
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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STRICT FUTURE EU-LEGISLATION
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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GOOD NEWS FIRST.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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LESS GOOD NEWS.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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MORE LIABILITY.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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ICING ON THE CAKE…
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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‘THE RIGHT TO BE FORGOTTEN’.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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SOCIAL MEDIA: PRIMERY TARGET.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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CAUTION NOT DEFINED!
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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= ENTERPRISE, CLUBS, ...
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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RECIPE FOR DISASTER.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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OH, IT’s JUST SPAM.
EMAIL MARKETING
MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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ASK YOURSELF.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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FOND OF SPAM?
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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TRUST Is everything.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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THIS SHOULD BE IN YOUR EMAIL:
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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1. IDENTITIES:
MARKETEER + CLIENT
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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2. TRANSPARENT INFO & URL
TO UNSUBSCRIBE.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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DON’T BE EVIL.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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HASSLE TO UNSUBSCRIBE?
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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= BAD REPUTATION.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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SOCIAL EVERYWHERE.
ABOUT BLOGGING & SOCIAL MEDIA.
MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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GREAT TOOLS.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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GREAT TOOLS.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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DRAFT A SPECIFIC PRIVACY
STATEMENT FOR YOUR PAGE.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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PLAY NICE WITH PAID CONTENT.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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AGAIN: TRANSPARENCY IS KEY.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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CAUTION WITH FACEBOOK CONTESTS.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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CREATE A SEPERATE FB-APP!
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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NOT ALL COOKIES TASTE GOOD.
COOKIES. AND CONSENT.
MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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TYPES OF COOKIES?
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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BELGIAN LEGISLATION.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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IMPLICIT CONSENT.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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EXPLICIT CONSENT.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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VIA BROWSER?
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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DUTCH LEGISLATION.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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EXPLICIT CONSENT!
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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STRICT REGIME: CHAOS.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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COOKIE MOBILE APP: COMING SOON
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
CHECK COOKIERECHT.BE
![Page 88: The Right to be forgotten vs. The Marketeer](https://reader038.vdocuments.us/reader038/viewer/2022102921/541f792e7bef0ab16e8b6646/html5/thumbnails/88.jpg)
COOKIE MOBILE APP: COMING SOON
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
CHECK COOKIERECHT.BE
![Page 89: The Right to be forgotten vs. The Marketeer](https://reader038.vdocuments.us/reader038/viewer/2022102921/541f792e7bef0ab16e8b6646/html5/thumbnails/89.jpg)
SCREENS
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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FREE APP WWW.COOKIEAPP.EU
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
CHECK COOKIERECHT.BE
![Page 92: The Right to be forgotten vs. The Marketeer](https://reader038.vdocuments.us/reader038/viewer/2022102921/541f792e7bef0ab16e8b6646/html5/thumbnails/92.jpg)
+ LAW IS A MARKETING TOOL.
TELL ME MORE!
MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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LAW AND MARKETING:
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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USE LAW AS A MARKETING TOOL.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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DON’T HIDE LEGAL INFORMATION:
MAKE THEM READABLE.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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NOT EVERYONE TRUSTS YOU/YOUR ONLINE CAMPAIGN.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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SO, GIVE them reassurance.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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+ NO SPELLING MISTAKES.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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+ NO CONFUSION.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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+ NO CHEAP DESIGN.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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+ NO LEGAL UNCERTAINTY.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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= MORE CONVERSION.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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ASK NOT WHAT YOU CAN DO FOR THE LAW.
ASK WHAT THE LAW CAN DO FOR YOU.
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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
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Q&A BY MATTHIAS DOBBELAERE
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PARTNER AT MYLEX, ICT-JURIST AT BECOMMERCE AND BOARD MEMBER FEWEB
FOLLOW US VIA TWITTER (@MYLEX) oR FACEBOOK (/MYLEX).
MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX