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Beteendestyrd marknadsföring - dataskyddet som verktyg i tredje land?

Jönsson, Karolina LU (2016) LAGM01 20161
Department of Law
Abstract
It is a common phenomenon that websites use cookies in order to collect
information, which thereafter is being sold to a third party for marketing purposes. This technique works regardless of the natural person's geographical location in the world. The process raises issues in relation to privacy protection and the individual's protection in light of the technological development. The purpose of this paper is to examine how EU data protection relates to a global cyber world, which is not bound by national borders. To illustrate the problem, the phenomenon of behavioural marketing through the use of cookies is applied to the rules.
EU produced the Data Protection Directive in 1995, which sought to
regulate the automatic processing of... (More)
It is a common phenomenon that websites use cookies in order to collect
information, which thereafter is being sold to a third party for marketing purposes. This technique works regardless of the natural person's geographical location in the world. The process raises issues in relation to privacy protection and the individual's protection in light of the technological development. The purpose of this paper is to examine how EU data protection relates to a global cyber world, which is not bound by national borders. To illustrate the problem, the phenomenon of behavioural marketing through the use of cookies is applied to the rules.
EU produced the Data Protection Directive in 1995, which sought to
regulate the automatic processing of personal data. The directive was
developed prior to the Information society technologies made its mark in
today's society. One problem has been the application of the Directive on IT and the Internet. An International flow of personal data is often in tune with the economic and social development. It has therefore been welcomed to introduce harmonized rules on data protection in the EU. Advantages of the regulation are that it allows a free flow of personal data within the Union. It provides the EU with an unbeatable competitive advantage, allowing a free flow of information that benefits several sectors of society. Freedom of information is an obvious advantage of the regulation. However, there are also negative consequences that arise as a result of the provisions. A free flow of personal data could lead to companies can easily utilize the information for sales of commercial interests to the detriment of an individual's personal integrity.
This paper presents that the EU data protection regulation has been subject of extensive legal development, which leads to problems in the global information society. The EU has chosen to adopt a restrictive approach to the transferability of information in the form of personal data to third countries. The US, for example, has chosen to prioritize other fundamental principles such as freedom of expression and freedom of information over privacy. The differences between the continents raise certain issues regarding the transfer of personal data between the EU and the US. The Personal Data Protection is in a turbulent stage right now. The Commission has presented a proposal for a regulation on data protection, which will replace the Data Protection Directive from 1995. Furthermore, the EU Court annulled the agreement between the EU and the US that allowed for several years Data transfers between countries in the autumn of 2015. The reason was that the agreement was not considered sufficient in order to guarantee EU citizens the protection of privacy in the processing of personal data in
the United States.
The paper highlights the problem of regulating privacy, while meeting the
modern technology. The paper criticizes the EU approach which, despite an attempt to satisfy both interests, it is in fact resulting in that none of the interests are fully accommodated in the Data Privacy Protection legislation. (Less)
Abstract (Swedish)
Sammanfattning
Det är ett vanligt fenomen att webbplatser använder sig av cookies för att samla in information, vilken sedan säljs vidare till tredje part i
marknadsföringssyfte. Denna teknik fungerar oberoende den fysiska
personens geografiska placering i världen. Förfarandet väcker frågor om
personlig integritet och individens möjligheter till skydd i ljuset av
teknikutvecklingen. Framställningens syfte är därför att utreda hur EU:s
dataskydd fungerar i en global cybervärld som inte är bunden till nationella
gränser. För att illustrera problematiken har fenomenet beteendestyrd
marknadsföring med hjälp av cookies tillämpats på bestämmelserna.
EU tog fram dataskyddsdirektivet i mitten av 90-talet, som avsåg att reglera
automatisk... (More)
Sammanfattning
Det är ett vanligt fenomen att webbplatser använder sig av cookies för att samla in information, vilken sedan säljs vidare till tredje part i
marknadsföringssyfte. Denna teknik fungerar oberoende den fysiska
personens geografiska placering i världen. Förfarandet väcker frågor om
personlig integritet och individens möjligheter till skydd i ljuset av
teknikutvecklingen. Framställningens syfte är därför att utreda hur EU:s
dataskydd fungerar i en global cybervärld som inte är bunden till nationella
gränser. För att illustrera problematiken har fenomenet beteendestyrd
marknadsföring med hjälp av cookies tillämpats på bestämmelserna.
EU tog fram dataskyddsdirektivet i mitten av 90-talet, som avsåg att reglera
automatisk behandling av personuppgifter. Direktivet framtogs innan
informationssamhällets teknik satt sina spår på dagens samhälle. Ett
problem har därför varit tillämpningen av direktivet på IT och internet.
Internationellt flöde av personuppgifter står ofta i samklang med ekonomisk
och social utveckling. Det har därför varit välkomnat att införa
harmoniserade regler om dataskydd i EU. Fördelar med regleringen är att
den tillåter ett fritt flöde av personuppgifter inom unionen. Det ger EU en oslagbar konkurrensfördel, och möjliggör ett fritt informationsflöde som gynnar flera delar av samhället. Informationsfrihet är en självklar fördel med regleringen. Det finns emellertid även negativa konsekvenser som uppstår till följd av regleringen. Ett alltför fritt flöde av personuppgifter kan leda till att företag lätt kan utnyttja informationen för försäljning i kommersiella intressen.
Framställningen presenterar att EU:s dataskydd har varit föremål för en
omfattande rättsutveckling, som leder till problem i ett globalt
informationssamhälle. EU har valt att inta en restriktiv inställning till
möjligheterna att överföra information i form av personuppgifter till tredje land. I USA har man exempelvis valt att prioritera andra grundläggande rättsprinciper såsom yttrandefrihet och informationsfrihet framför den personliga integriteten. Skillnaderna mellan kontinenterna medför särskilda problem vid överföring av personuppgifter mellan EU och USA. Personuppgiftsskyddet är i ett turbulent skede just nu. Kommissionen har lagt fram ett förslag på förordning om dataskydd, vilken ska ersätta dataskyddsdirektivet. Vidare ogiltigförklarade EU-domstolen under hösten 2015 det avtal mellan EU och USA som möjliggjort under flera år personuppgiftsöverföringar mellan länderna. Anledningen var att avtalet inte ansågs tillräckligt garantera EU-medborgares skydd för den personliga integriteten vid behandlingen av personuppgifter i USA.
Uppsatsen belyser problemet med att reglera personlig integritet, och
samtidigt tillgodose den moderna teknikens utveckling. I framställningen
kritiseras EU:s inställning för att trots en ansats att tillgodose båda intressena, resulterar EU:s dataskyddsbestämmelser i att inget av intressena tillgodoses till fullo. (Less)
Please use this url to cite or link to this publication:
author
Jönsson, Karolina LU
supervisor
organization
alternative title
Behavioural advertising - using data protection as a tool in a third country?
course
LAGM01 20161
year
type
H3 - Professional qualifications (4 Years - )
subject
keywords
eu-rätt, it-rätt
language
Swedish
id
8863826
date added to LUP
2016-04-18 09:15:02
date last changed
2016-04-18 09:15:02
@misc{8863826,
  abstract     = {It is a common phenomenon that websites use cookies in order to collect
information, which thereafter is being sold to a third party for marketing purposes. This technique works regardless of the natural person's geographical location in the world. The process raises issues in relation to privacy protection and the individual's protection in light of the technological development. The purpose of this paper is to examine how EU data protection relates to a global cyber world, which is not bound by national borders. To illustrate the problem, the phenomenon of behavioural marketing through the use of cookies is applied to the rules.
EU produced the Data Protection Directive in 1995, which sought to
regulate the automatic processing of personal data. The directive was
developed prior to the Information society technologies made its mark in
today's society. One problem has been the application of the Directive on IT and the Internet. An International flow of personal data is often in tune with the economic and social development. It has therefore been welcomed to introduce harmonized rules on data protection in the EU. Advantages of the regulation are that it allows a free flow of personal data within the Union. It provides the EU with an unbeatable competitive advantage, allowing a free flow of information that benefits several sectors of society. Freedom of information is an obvious advantage of the regulation. However, there are also negative consequences that arise as a result of the provisions. A free flow of personal data could lead to companies can easily utilize the information for sales of commercial interests to the detriment of an individual's personal integrity.
This paper presents that the EU data protection regulation has been subject of extensive legal development, which leads to problems in the global information society. The EU has chosen to adopt a restrictive approach to the transferability of information in the form of personal data to third countries. The US, for example, has chosen to prioritize other fundamental principles such as freedom of expression and freedom of information over privacy. The differences between the continents raise certain issues regarding the transfer of personal data between the EU and the US. The Personal Data Protection is in a turbulent stage right now. The Commission has presented a proposal for a regulation on data protection, which will replace the Data Protection Directive from 1995. Furthermore, the EU Court annulled the agreement between the EU and the US that allowed for several years Data transfers between countries in the autumn of 2015. The reason was that the agreement was not considered sufficient in order to guarantee EU citizens the protection of privacy in the processing of personal data in
the United States.
The paper highlights the problem of regulating privacy, while meeting the
modern technology. The paper criticizes the EU approach which, despite an attempt to satisfy both interests, it is in fact resulting in that none of the interests are fully accommodated in the Data Privacy Protection legislation.},
  author       = {Jönsson, Karolina},
  keyword      = {eu-rätt,it-rätt},
  language     = {swe},
  note         = {Student Paper},
  title        = {Beteendestyrd marknadsföring - dataskyddet som verktyg i tredje land?},
  year         = {2016},
}