This may seem harmless, but there are now companies springing up whose purpose is to search the web for confidential information for their clients. So let’s take a quick look at the governance that protects your information and what this means to marketers.
Five things you need to be aware of:
- In the UK the Data Protection Act (DPA) 1998 is the overarching legal framework protecting personal data, including the way marketers collect and use the information.
- There are 8 principals that anyone processing information must apply. The most relevant to marketers is that the information is, “adequate, relevant and not excessive” and that it is not kept for “longer than necessary”.
- Safe Harbor, which is a self self-regulatory US framework, is to reassure European citizens that there is an adequate level of privacy protection provided by US companies marketing to them, as they are not covered by the DPA.
- The grey area of data protection is whether or not your IP address is considered personal data.
- The Privacy and Electronic Communications Regulations 2003, covers how personal data can be used for online marketing. Essentially it must be permission based with an opt-out facility.
If your digital agency hasn’t mentioned this to you, then ask them!