Chapter 5: Data Privacy A to Z
5 Data privacy A to Z In this chapter, you can find introductions and key considerations regarding hot topics and fundamental substantive privacy compliance obligations. A Field Guide cannot supply comprehensive commentary, but this chapter is intended to provide context and to supplement the previous, task-oriented chapters. Topics are presented by common buzz words, in alphabetical order. Feel free to fast forward to topics of particular interest and skip topics that do not apply to you. If you cannot find a particular buzz word listed as a header, please consult the Index for keywords. Advertising Collection and use of personal data for advertising purposes is valuable, common and increasingly controversial. Direct marketing involves consumers receiving phone calls, email, text messages, postal mail or other marketing communications that are directly addressed to individuals. Advertisers and their service providers need to ensure that they: Obtain the consumer’s contact information legally. If sourced from address trading businesses, the legality of collection and transfer should be scrutinized. Are permitted to use the data for marketing purposes. Specifically, the consumer must have received prior notice or granted consent, as legally required, and no contrary commitments can have been made in the past, e.g., promises in website privacy statements or service agreements that data will be used only to provide services. Employ a method of communication and include content that is allowed under applicable anti-spam laws (see U – Unsolicited Communications). Behavioral or targeted advertising involves companies building consumer profiles with extensive details on the interests and...
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