lawreport
legalbriefs
Broaderdataruledropped
TheEuropeanParliamenthas
droppeditsinsistencethata
newrequirementfortelecoms
firmstotellcustomerswhen
Alcohol ad ban plan sparks online campaign
theirpersonaldataisin
danger,beextendedtoonline
AnonlinepetitionhasbeenlaunchedinSouth billboardsandbrandeddeliveryvehicles,willnot
banking,emailorotherservice
Africabymultinationaladcompany,Publicis, affectusagepatterns,butwillhitadspendand
providers.
opposingproposedchangestothealcohol thusadjobsinSouthAfrica.
TheEuropeanUnion’s
advertisinglegislation. MarcSpriestersbach,MDofPublicisSouth
legislativebodieshadbeen
Theagencybelievesabanonalcoholproduct Africa,commented:“Itisimportantthatweasthe
unabletoagreehowfara
adsonavarietyofmediaincludingoutdoor communicationsindustry(collectively)showour
planneddatasecuritybreach
supportforourclientsandtheirbusiness.”
DNCR move ‘will hit commerce’
notificationlawshouldgo.The
Thepetition–www.changetheconversation.co.za
CommissionandtheCouncilof
TheAustralianGovernment’sannouncement
–drawsattentiontopotentialjoblossesinthe
Ministerswantedittoapply
thatitwillwidenthescopeoftheDoNotCall
advertisingindustryasaresultof
onlytotelecomscompanies.
Register(DNCR)toallowallbusinessandfax
anygovernmentalchangestothe
TheParliamenthadwanted
numberstoberegisteredwillhavea
NationalRoadTrafficRegulations.
ittoextendtotheprovidersof
‘devastatingimpact’onthecountry’scontact
OdetteRoper,CEOofthe
onlineservices.
centreindustryandwillhampereconomic
AssociationforCommunications
activityingeneral.
andAdvertising(ACA),said:“The
Odette
Dutchlimitviralmarketers
SosaysAustralianDirect
ACAisconcernedthat,ifpassed,
Roper
Viralmarketingwhichrelieson
MarketingAssociationchief,Rob
theproposedlegislationwouldhave
peoplegivingfriends’contact
Edwards,whoadds:“Theability
anegativeeconomiceffectonthe
detailsisonlylegalifcertain
ofpeopleineveryAustralian
communicationsandadvertisingindustry
conditionsaremet,Dutch
businesstopickupthephone
–fromtheSMMEsthatinstallandmaintainmany
authoritieshavedecided.
anddiscussideasandproducts
ofthebillboardsandwhoearnalivingfrom
Rob
Companiesmustbecareful
andserviceswithpotential Edwards
movingbillboards,tothebiggeragenciesand
nottobreaktelecomsand
customersisthelifebloodof
mediahouses.”
dataprotectionlaws,said
commerceinthiscountry. theregulators.
“Topreventorfetterbusinessfromcarrying ‘Tellafriend’promotions
outthisnormalactivityistostifleeconomic involvesoneuserproviding
activity,atatimewhenweneeditmost.” emailaddressestoacompany
Edwardssaidcontactcentresareintegrated sotheirfriendcanreceivea
andessentialconduitsofcommunication messagefromthatcompany.
betweenorganisationsandtheircurrentand Holland’sdataprotection
prospectivecustomers. authorityanditstelecoms
ThecentresgeneratedAU$45billionin regulatorhaveissuedaruling
revenuein2008:“Thisdecisionwilladversely clarifyingwhatcompanies
affectbothmumanddadbusinessesaswellas havetodotomakesureviral
Australia’sbiggestbrandsandhurtworking marketingdoesnotbreakdata
familiesthroughjoblosses,”hesaid. protectionandtelecomslaws.
Australiahasanestimated3,821in-houseor Thewebsitecannotoffer
outsourcedcontactcentresoperating191,000 anincentivetouserstopass
‘seats’onbehalfof1,806organisations. onfriends’detailsanditmust
Thesecentres–oftenlocatedinregional Sheaddedthattheprinciplesofthenew beclearfromanymessage
areasandwelcomedintheircommunitiesas regulationwouldalsobecontrarytothepressand whothefriendbehindthe
majoremployers–areinvolvedinthe‘everyday themedia’srighttofreespeech:“Themomenta messageis.
B2Bcommunications’thatwillbeaffectedbyan brandeddeliveryvehicleisseenfromapublic Also,theemailaddress
expansionoftheDNCR. roadordrivesonapublicroad,itwouldbe passedonbytheoriginaluser
EdwardssaysADMAhasvoiceditsconcerns deemedillegal. mustnotbestored–sofollow-
togovernmentoverthepastsixmonths, “Thisisanunwarrantedintrusiononfree upmessagescannotbesent.
pointingoutthattheintroductionofasimilar speech,freedomofexpressionandthefreedomto Therulingechoes
schemeintheUKhasbeenadismalfailure. communicate,andviolatesthebasicrightoffree guidanceissuedbytheUK’s
“TheGovernmentshouldheedthelessons tradeasstipulatedinSection22oftheSouth InformationCommissioner’s
fromoverseaswhereasimilarexpansionin AfricanConstitution.” Office(ICO),exceptitaddsthe
theUKhasunnecessarilyrestrictednormal TheACAisinsteadproposingastrategyofself requirementthattheperson
businessactivitiesandhashadadetrimental orco-regulation,educationandawarenessofthe handingoverafriend’sdetails
affectontheverybusinessesthatitwas effectsofalcoholconsumption–responsible mustbeabletoseethewhole
designedtoprotect–smallbusinesses,”hesaid. advertising,ratheraban. messagethatistobesent.
www.dmi-news.com June2009 43
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