56 Marketing Trends found for Corporate / Legal

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New EU Legislation Set to Affect HR Teams

Trend Summary: The EU’s General Data Protection Regulation Act [GDPR] which takes effect in May 2018 will be critical for HR Teams.  

Human Resources - specifically the departments responsible for managing resources related to company employees - will shortly be required to cope with the European Union's looming ...

[Estimated timeframe:Q1 2018]

...  General Data Protection Regulation [GDPR] which will take effect in May 2018.

It’s fair to say that legislation has failed to keep pace with the speed at which technology and big data has advanced – particularly the ability of a company to gather, store and analyse data.

GDPR is specifically intended to enhance data protection and the right of EU citizens to privacy, giving them greater control over their personal data and its use by marketers.

The new Act represents a complete overhaul of the legal requirements that must be met by any company handling EU citizens’ personal data – and that also includes employees’ personal data.

The implications of GDPR are not to be sneezed at. Companies who fall foul of the regulation and are found to be misusing personal information face stiff fines of up to €20m or 4% of annual worldwide turnover, whichever is the greater of the two.

Read the original unabridged Forbes.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Forbes.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=7369

EU Moves to Impose New Data Retention Law

Trend Summary: The European Commission is mulling a new law requiring telecoms companies to store communications data of EU citizens.

Following the European Court of Justice's recent rejection (on privacy concerns) of a proposed new law to fight terrorism, the European Commission is mulling new legislation that will compel telecom companies to retain the communications data of all EU citizens. The move was  triggered by the murderous Islamist attacks in Paris last month, focussing the attention of European Union leaders on how best to ... 

[Estimated timeframe:Q1 2015 onward]

... intensify counter-terrorism efforts within the EU.

For example this might require the creation of an EU-wide system for storing all airline passenger data.

This would require a careful balancing act, as the EU Home Affairs Commissioner Dimitris Avramopoulos notes: "On the one hand, the fundamental role that telecommunications records could play in the fight against terrorism and, on the other, the importance of adopting a cautious and measured approach".

According to the minutes of the Commission's meeting, Mr Avramopoulos intends to launch a consultation on the issue to determine whether a new law on data retention that respects privacy rights could be prepared over the coming year.

Following the proposed law's initial rejection by the European Court in 2014, Britain rushed through emergency legislation requiring UK-based telecoms firms to retain customer data for one year thereby prompting criticism from privacy campaigners.

Read the original unabridged Reuters.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Reuters.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6501

New EU Data Laws Could Shackle Marketers

Bottom Line: Marketers operating within the European Union are likely to be shackled by stringent new EU data protection laws.

The ongoing battle between big data and individual privacy reached its zenith earlier this month when the European Parliament voted in favour of harsh new data protection regulations. Predictably this was not to the liking of adland's trade bodies, among them the World Federation of Advertisers and the EU-focused Industry Coalition for Data Protection (whose membership includes the WFA and the EU branch of the American Chamber of Commerce), all of whom were ... 

[Estimated timeframe:Q4 2013 onward]

... furiously lobbying ahead of the vote in the hope of negotiating a lighter-touch regime that takes into account the interests of business. 

Argues Malte Lohan, director of public affairs at the WFA: "The European Parliament wants to make the toughest privacy law the world has ever seen. The EU is championing the rights of citizens, but it's not that straightforward - this could undermine the digital economy."

The first crucial issue is around the definition of personal data.

The Data Protection Regulation could include not only personal information like names, bank details and passport numbers, but all sorts of identifiers that marketers routinely use – and consider to be anonymous -- in the world of big data.

The second - and equally crucial - bill centres on the definition of consent.

It seeks explicit, prior, opt-in consent at every turn, asking consumers to negotiate a cookie wall before they can engage in such routine activities as checking the weather or viewing the news.

Posits Mr Lohan: "From a marketer point of view it's totally disproportionate."

The proposals were first outlined last year. Since then, Jan-Philipp Albrecht, a Member of the European Parliament who represents the German Green Party, has been working on refining the complex document.

Reports AdAge: "Mr Albrecht specializes in civil liberties and is tough on privacy issues."

Read the original unabridged AdAge.com article.

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Source: AdAge.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6194

UK's Ofcom to Enforce Lower Superfast Broadband Charges

Bottom Line: The UK government's communications regulator is planning new and better deals for 'superfast' broadband users.

Superfast fibre optic services [SFOS] now account for around 13% of all broadband connections in the United Kingdom, prompting communications regulator Ofcom to impose new measures designed to achieve better SFOS deals both for consumers and businesses. SFOS connections are usually made via fibre-optic cables, achieving speeds more than double the UK average. To encourage greater use of the technology Ofcom proposes to ...

[Estimated timeframe: Q3 2013 onward]

... shorten the minimum length of contracts and cut the costs charged by broadband providers when switching customers.

In a recent report Ofcom said upgrading from slower connections was becoming cheaper, and is increasingly popular with businesses and consumers alike.

However, the watchdog also found that switching between one superfast provider and another remains expensive.

Currently, ISPs [insternet service providers] using BT's superfast Openreach network must pay BT a £50 fee if they want to switch a customer on to their service - a charge that is frequently passed on to the customer.

Ofcom plans to slash the cost of switching from the current £50 fee to between £10 and £15. The regulator also plans to reduce the minimum contract length to one month.

According to Ofcom, the proposed measures are intended to ensure that BT's access charges for its fibre network are "fair and reasonable".

Read the original unabridged BBC.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: BBC.co.uk
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6130

World Ban on Tobacco Advertising Sought

Bottom Line: The World Health Organisation has urged governments to impose a global ban on tobacco advertising.

Hard on the heels of this year’s World No Tobacco Day on May 31, the World Health Organisation [WHO] is vigorously lobbying national governments across the globe to ban tobacco advertising, promotion and sponsorship. For the past fifty years the US, UK and most EU governments have been warning people about the harmful effects of tobacco. Now other nations are ... 

[Estimated timeframe: Q3 2013 onward ]

... following suit.

Thailand requires graphic labels on packs of cigarettes, while Turkey and Russia have enacted strong tobacco control laws.

The latest campaign has renewed smokers' interest in quitting, claims Dr Thomas Frieden of the US government's Centers for Disease Control and Prevention.

"Quitting smoking is the single most effective thing you can do to improve your health," he said.

But quitting isn't easy. Only 10% of smokers will quit in a given year according to Joanna Cohen of the The Johns Hopkins Bloomberg School of Public Health.

Explains Dr Cohen: "Tobacco use is an addictive behavior, and it's a human behavior which is very complex. So just think of any behavior on your own that you want to change, and it's not easy."

In Russia, according to Cohen, the stop smoking campaign was only partly due to health care costs. "Their citizens were dying off early, way earlier than they should be," she said. 

Among the stark facts highlighted on World No Tobacco Day:

  • Tobacco kills up to half its users
  • Tobacco kills almost six million people a year
  • Annual death toll could reach eight million by 2030
  • Nearly 80% of the world's smokers live in low and middle-income countries
  • Consumption of tobacco products is increasing globally.

According to the WHO, four out of five tobacco related deaths are in low and middle-income nations - countries that bear the greatest burden of disease and premature death.

These countries are where the tobacco industry is energetically seeking new smokers!

Read the original unabridged Voice of America article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: VOANews.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6109

Google Glass's Implications Faze Privacy Campaigners

Bottom Line: Campaigners warn that widespread use of Google Glass could stifle freedom in civil society. The future marketing implications are significant

A campaigning group called Stop the Cyborgs [STC] is demanding that limits be imposed on the wearing of Google Glass type headsets in public places. The headsets  and other augmented reality gadgets risk creating a world in which privacy is impossible, warn campaigners. The STC campaign comes as politicians, lawyers and bloggers debate how the gadgets will change civil society. However, according to one campaigner, "we are not ...

[Estimated timeframe:Q2 2013 onward]

... "calling for a total ban."

He told the BBC in a message sent via anonymised email service Hushmail: "Rather we want people to actively set social and physical bounds around the use of technologies and not just fatalistically accept the direction technology is heading in."

Based in London, the STC campaign began on on 28 February, he said, and the group did not expect much to happen before the launch of Google Glass in 2014. 

However, the STC launch coincided with a Google campaign on Twitter aimed at persuading people to think about what they would do if they had a pair of the augmented reality spectacles.

The camera-equipped headset suspends a small screen in front of an owner and pipes information to that display. The camera and other functions are voice controlled.

Google's push, coupled with the announcement by the 5 Point Cafe in Seattle to pre-emptively ban users of the gadget, has generated a lot of debate and given the campaign a boost, said the campaign's mouthpiece.

Posters produced by the campaign warning people not to use Google Glass or other personal surveillance devices have been downloaded thousands of times, claims an STC representative.

Google Glass, however, is not the only threat that should concern campaigners.

It was reported today by Reuters that China's largest search engine, Baidu Inc is developing prototype digital eyewear similar to Google Glass. The initiative will leverage Baidu's strengths in image search and facial recognition.  

Read the original unabridged BBC article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: BBC.co.uk
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6065

EU Warns Citizens of US Privacy Invasion Threat

Bottom Line: A study commissioned by the European Union warns that US authorities could use a Federal Act to access European users' data stored on US-based social media sites.

Although the US Foreign Intelligence and Surveillance Amendments Act [FISA], renewed late last month, does not apply outside the USA, the European Union has warned its citizens that US authorities could use the Act to access European users' data stored on US-based servers - for example Facebook and other US-located social media sites. A study commissioned by the EU found that ... 

[Estimated timeframe: Q1 2013 onward]

... EU citizens' data stored on US servers is not protected from access by a third party.

According to a report commissioned by the EU and carried out by the Centre for European Policy Studies, America's so-called Patriot Act gives US authorities the legal right to access foreign citizens' data stored within US borders.

Commenting on the report, European Parliament member Jan Philipp Albrecht insists that "this study is absolutely not about generating panic." 

According to Mr Albrecht, most users don't even know where their data is stored. 

"It's a simple fact that the US data protection law only applies to US citizens." "But there are special laws that target the surveillance of non-US citizens", he added.

"This happens when sensitive data from big companies, like Microsoft, Amazon, Twitter and Facebook, are made available to US authorities for investigations." 

Thilo Weichert, data protection commissioner for the northern German state of Schleswig-Holstein is also concerned at the power wielded by the US over EU citizens' data.

Mr Weichert has been following the implications of this development closely for more than two years, while pushing Facebook to allow its users to remain anonymous.

"The long arm of US law stretches as far as Europe," he said.

Read the original unabridged Deutche Welle article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: DW.de
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6016

EU Mulls Control of Social Sites' Use of Member Data

Bottom Line: European lawmakers are mulling legislation that could restrict social sites such as Facebook and Google from using members' data for advertising purposes

Says the bill's German sponsor, Jan Philipp Albrecht, a member of the European Parliament: "Users must be informed about what happens with their data. And they must be able to consciously agree to data processing - or reject it." Albrecht, a member of the Green Party, this week announced plans to ensure that users of social networks and search engines are able to control ...

[Estimated timeframe: Q1 2013 onward]

... how much, if any, of their data is sold to advertisers.

The legislation, if implemented, could have serious financial repercussions for the web's two social network titans, FaceBook and Google+. Both are expected to vigorously resist any such limitations on their monetisation models. 

Reuters claims to have seen a report produced by Mr Albrecht which adds even sharper teeth to a proposal for more rigorous data protection, as announced by the European Commission in January 2012.

Albrecht and other EU lawmakers want to limit companies' ability to use and sell data, such as internet browsing habits, to advertising companies, especially when people are unaware their data is being used in such a way.

Facebook and Google, who were among the first to profit from users' data, have been lobbying against the curbs. Other data-reliant sectors such as health services, rail and smart-meter makers have also voiced concerns.

The European Parliament, the Commission and the bloc's twenty-seven member nations will seek an agreement on the new rules in coming months.

Says Erika Mann, Facebook's head of EU policy: "We are concerned that some aspects of the report do not support a flourishing European digital single market and the reality of innovation on the internet. The digital market is inescapably global in nature, and includes important partners in the United States."

Ms Mann did not elaborate on the precise implications of her statement.

Read the original unabridged Reuters.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Reuters.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6005

EU Mulls Mandatory Fitting of Emergency eDevice to New Cars

Bottom Line: If a proposal adopted this week by the European Parliament becomes law all new cars within the EU will be required to fit a device that automatically alerts emergency services in the event of a crash - the implications of which could modify auto marketing strategy.

The technology, known as eCall, would automatically dial European emergency number 112 if a car crashes, enabling rescue services to arrive faster, saving up to 2,500 lives annually and reducing the severity of injuries by 10% to 15%. So claims the European Parliament in its request to the European Commission to make fitting of the eCall device mandatory. If enshrined in law, the implications for marketers could be ...

[Estimated timeframe: Q3 2012 onward]

... extensive, boosting emphasis on safety and technology factors in the marketing of new auto models.

Calls to the new service could be triggered by on-board sensors such as those in the airbag detecting a crash, or by any car occupant pushing a button.

The eCall system will also use satellites and mobile telephony caller location to determine the location of the crashed car. Based on the location, eCall will contact the nearest emergency centre, also transmitting a minimum dataset that includes time, the direction in which the vehicle was travelling, vehicle identification, an indication if eCall was automatically or manually triggered and information about a possible service provider.

Sending the extra data is likely to reduce misunderstanding and stress and helps to eliminate language barriers between the vehicle occupants and the operator, said a Parliament news release.

And in a reassuring nod to data protection actives, Parliament has also decreed that the system must not be used to monitor a person's movements or determine his or her location unless that person has been involved in an accident.

Read the original unabridged article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: PCWorld.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=5869

EU to Probe 'Internet of Things' Privacy Concerns

Bottom Line: Currently hyped to the hilt, the so-called 'Internet of Things' has raised doubts from privacy campaigners about the use of accrued data, culminating in a public consultation by the European Union.

The European Commission has instigated a consultation on public attitudes toward the 'Internet of Things'. Slated for completion over the next three to four months, the consultation is intended to provide a basis for likely future regulation. And there appears to be an element of urgency about the exercise, insofar as priority has been attached to... 


[Estimated timeframe: Q2 2012 onward]

... concerns such as privacy, security and who has access to data collected by governments and companies.

Seen by some to be a Wellsian vision of the future, the Internet of Things [IoT] is nearer than we may think. Indeed others think it it has already arrived!  

Rob van Kranenburg, founder of a European think tank called the Internet of Things Council, believes the concept first surfaced around the end of the 1990s under the term "ubiquitous computing."

According to Mr van Kranenburg, the fast-falling cost of data storage and emerging web analytics has already made it possible to "get rid of the mouse, get rid of the keyboard." Connectivity, he says, is coming "out of the computer and into the real world."

In one example of how the IoT might work in tomorrow's world, not only would your bathroom scale recognise you when you step onto it, it would also synchronize weight information with your smartphone, personal computer and other data unique to you and stored on cloud computer servers.

The technology involves fitting objects with a microchip and a communications antenna, explains Berlin-based strategy consultant Martin Spindler.

Using radio frequency identification [RFID], every real object in the analogue world could have a unique identifying number, like an IP address.

Examples of the likely benefits of this Sci-Fi technology?

Howzabout kitchens that order your food; washing machines that turn on when energy demand on the grid is lowest; cars that call emergency services if you get into an accident - all could all be part of the IoT new world.

To read the full Deutsche Welle article click here.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: DeutscheWelle.de
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=5828

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