Stručni rad
THE IMPACT OF THE GDPR ON DIGITAL MARKETING
Marija Bošković Batarelo
orcid.org/0000-0001-8900-5497
; Parser compliance d.o.o., Ulica Milana Amruša 19, 10000 Zagreb
Sažetak
This article aims to provide a comprehensive assessment of the interactions between digital marketing and data protection laws, focusing on the EU General Data Protection Regulation (GDPR).
Although other domains of the law are also relevant for the digital marketing compliance, such as consumer protection law, e-commerce and competition law, data protection laws are at the forefront of the relationship between digital marketing and the law. Many digital marketing activities involve the massive processing of personal data, including the targeting and personalised treatment of individuals on the basis of such data, thus it is crucial to understand and include the GDPR compliance as a part of a digital marketing strategy.
The article describes basic data protection terms and principles in the GDPR. It explains what it means to embrace data protection by design.
The author takes practical approach to the GDPR compliance and provides steps for ensuring compliant digital marketing activities. These steps also include the methodology for performing data protection impact assessments.
The conclusion of the article provides perspective on future developments regarding data protection and e-privacy laws and there influence on digital marketing.
Ključne riječi
digital marketing; GDPR; e-privacy; compliance; ethics; privacy by design; risk based approach; data protection impact assessment
Hrčak ID:
254869
URI
Datum izdavanja:
30.3.2021.
Posjeta: 2.057 *