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.

Recommended

Marks Spencer

M&S poised to launch m-payments trial

Ronan Shields

Marks & Spencer is in the final stages of planning the roll out of a mobile payments trial using an app that lets customers pay for goods via payment details stored on their phone, with the process potentially kicking off as early as next month.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now