German Chancellor calls for greater data transparency by brands

Angela Merkel, the German Chancellor, has added weight to calls for brands to be more transparent in their use of data, calling for a stricter, unified data protection laws across the European Union.  

data-cover-personalisation-2013-460

The German Chancellor came out this weekend advocating tougher data protection terms that would mean internet service providers – including Facebook and Google – would have to be clearer on how users’ data is stored and used.  

In a television interview Merkel is reported as saying Germany would take a “very strict position” on any such legislation adding companies such as Facebook need to be more transparent about their use of data.  

The statement was in relation to questions about proposed unified data protection laws in the wake of the recent PRISM scandal, which alleged that internet service providers handed over data on their users to intelligence authorities.  

The introduction of a pan-European data protection policy would mean internet service providers would also have to unify their data policies, which could also potentially restrict how marketers can target their online campaigns.  

Currently, companies such as Facebook and Google need only comply with data protection policies on a country-by-country basis across the EU, where laws vary greatly.  

For instance, data protection laws in the UK mean marketers are more at liberty to use data to hone their campaigns, compared to Germany where data protection laws are much stricter.  

Moves are already underway to better harmonise data protection laws across the 27 EU members states but this process is subject to much debate with many dissenting voices.  

A recent “compromise”, or ‘pro-business’, draft of the bill was proposed last month by the Irish presidency of the EU Council but some commentators argued that it was at complete loggerheads with earlier drafts.  

Among the proposals was the call for a directive as opposed to direct legislation, which would arguably make the process of online marketing easier for brands.  

The Direct Marketing Association earlier said that previous versions of the bill, which advocated a more harsher terms,  would be “disastrous” for business.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here