New Conscious for the Wild Wild Web
Europe’s General Data Protection Regulation (GDPR) comes into effect this May. It may be a big headache for EU and non-EU firms who need to adjust their data aggregation and marketing tactics — but it can also be an opportunity to re launch the much needed discussion about users’ data rights in our hyper-digital life.
The GDPR aim “to protect all EU citizens from privacy and data breaches in an increasingly data-driven world”, according to the EU website. Tech giants and all websites, regardless of their location, who serve or contact EU users could no longer use unreadable internet consent forms to get permission to use our data. Breach notifications will become mandatory, and companies must notify the authorities and customers within 72 hours; And privacy by default measures will have to be implemented in advance, and not merely added on as an after-thought. Fines for GDPR violations can go as high as 4% of a company’s annual turnover or 20$ million euros (whichever is bigger).
This is the first time that such a comprehensive and detailed data privacy regulation is taking place on a multinational level. It forces international companies conducting business in Europe or their sub suppliers to rethink how they manage data privacy and e-marketing. The change promises to be dramatic. In fact due to the new regulation, many big firms, like Facebook, are obliged to recruit data protection officers.
But while most of the discussion on GDPR till now was surrounding the stressed preparation side of the companies who needs to compile, it is more interesting to look at the user’s side, which are at the heart of this regulation. According to the GDPR, individuals can not only request companies to inform them about what part of their data is being processed and why, but also demand that the company’s controller to provide a digital copy by email of all personal data being restored on them. Users will also have “the right to be forgotten”, which means that users can ask data controllers to erase their personal data and cease further dissemination of it by third parties.
By putting the user data and privacy in the centre, the GDPR can actually raise much needed awareness our data rights as everyday web users, social media addicts or web advertising targets. For the first time the value of personal data, as a source of property and income, is being highlighted to the users itself. In so doing, it may make people realise what they have in their hands and that their data actually worth something.
Till now, people didn’t care too much about their privacy. The considerably fair deal of giving your data in return for free product seemed agreeable to everyone. A recent Pew survey show that 55% “agree” or “strongly agree” with the statement: “I am willing to share some information about myself with companies in order to use online services for free.” According to the survey, we are thoroughly aware that we are being monitored by governmental organizations, marketers, employers and even social acquaintances — but do little to deter it.
But the GDPR might change that notion. Services and tech giants will have to work harder and be more transparent in getting our data. The users might decide to transfer their data to service who offers them better conditions or trade it to their own benefit. With GDPR people will be empowered to make clear decisions on the messages they receive and what happens with their data, and getting more knowledge and control.
Imposing new and effective law on the Wild Wild Web such as the GDPR might also turn it into a more quality-based arena, as suggested in this article. Most spammers would become a thing of the past, since transferring data to a third party becomes impossible without the permission of the user. Good e-marketers and tech firms will differentiate in how they communicate, focusing on better quality content, delivered on the right channels and at the right time. Once the customers will have more control on their data it will also create a new sector of services and new level of innovation to handle this new valuable source in their hands.
The GDPR has the potential to make our internet environment safer, more transparent with better informed users. It will be interesting to see if other countries like the US will follow and how new regulation on data use will develop.
References:
https://www.nytimes.com/2017/06/30/opinion/social-data-google-facebook-europe.html
http://www.wired.co.uk/article/what-is-gdpr-uk-eu-legislation-compliance-summary-fines-2018
