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Privacy andPersonal Data Protection:Legal Context and SocialPerception

EstelleDeMarco
Inthemis

FIA2011Budapest Economics ofPrivacy Wednesday 18May2011

Privacy andPersonal DataProtection:Legal Context andSocialPerception


Privacy (12UDHR,17ICCPR,8ECHR,7EUCharter,Constitutions,civ.andcrim.Laws)
Protected spheres andaspects: Privacy,home,family,correspondances/honour andreputation Secret/freedom Content Conceptthat suffers from anembarrassment ofmeanings [1] Righttobe left alone [2], tomakedecisions into his zoneofprivacy [3] Conceptthat cannot be understood independently from society [1] Moreprecise definitions: e.g.F.Terr (identity,origins,health,moral/(extra)conjugal, fam.life,friendship,participationinprivate assembly)[4] Moreextensive ECHR:ex.relationswith theoutside world,even professional;self determination;personal autonomy;own personality development [5] Proposed definition:wholesetofpiecesofpers.informationthathavetheirsubject as commondenominator,theirprivatenaturebeingdeterminedaccordingtothelegitimacy orillegitimacy ofthirdpartiescontrollingit(knowledge/transcription/divulgation)[6]

Personal Dataprotection(8ECHR,8EUCharter,Conv.108,Dir 1995/46,Dir.2002/58mod. 2009/136) :personal dataareelements ofprivate life,even disclosed/processed

[1] D.J.Solove;[2] S.WarrenandL.Brandeis;[3] USASupreme Court;[4] F.Terr;[5] ECourtHR;[6] E.DeMarco.

EstelleDeMarco FIA2011 Economics ofprivacy session 18May2011

Privacy andPersonal DataProtection:Legal Context andSocialPerception


Personal DataProtection:Dir.95/46/EC 2002/58/ECmodif.2009/136/EC
Criteria ofapplicationofEUandNationallaws : Establishment Useofprocessing means (including users terminals +software mobilephone, calculating facilities,javascripts,cookiestostoreandretrieve pers.data.. WP179)[7] Conditionsforcollecting/processing personal data: Thedatasubject hasunambiguously given his priorconsent, o Unless legitimate interestpursued bythecontroller or3rd party cannot override users rights o Imperative for: Processing traffic dataformarketingpurposes oradded valueservices Using locationdata(general terms&conditions:notenough,WP115[8]) Sending directmarketingcommunicationsusing (ornot)automatic calling machines(unless similar products/services) Sending any cookie (browserspredetermined toaccept:notenough,WP171,[9]) Collecting sensitivedata,unless P.D.manifestly madepublicbythesubject; separate optinconsentifthrough cookies[9]) Transfering PDto3rd countriesthat donotensure anadequate level ofprotection
EstelleDeMarco FIA2011 Economics ofprivacy session 18May2011

interestwhich

Privacy andPersonal DataProtection:Legal Context andSocialPerception


Personal DataProtection:Dir.95/46/EC 2002/58/ECmodif.2009/136/EC
Consentmustbe informed (at leastcontrollers identity,purposes) Cookiesanduseoflocationdata extended imperative information;forinstance: identity oftheserving andcollecting entity /creation ofaprofiletoservetarg.ads [8] Collectionforspecified,explicit,legitimate purposes prohibitionoffurther processing inanincompatibleway Ex.behavioural advertising >impossibletoenrich with other information Dataquality: processed fairly andlawfully;adequate,relevantandnotexcessive; accurate andkeep uptodate Datakept fornolongerthan isnecessary Locationdata:should notbe stored oncetheservicehasbeenprovided (WP115)[8] Rightofaccess,oferasure,toobject: Compelling legitimate groundsorfordirectmarketingpurposes Useoflocationdata/processing oftraffic dataformarketingpurposes /cookies Directmarketingcommunication:opportunity toobject each time Obligationtonotify thesupervisory authority Obligationsofsecurity andconfidentiality
EstelleDeMarco FIA2011 Economics ofprivacy session 18May2011

Privacy andPersonal DataProtection:Legal Context andSocialPerception Internetusers perceptionofprivacy /privacy commercialexploitation


Perceptionsvslegal definitions [10]
Personal data:affectivelink,different datadepending ontheindividual Privacy:valueoffreedom (secret/autonomy),intimacy,dignity,subjectivity

Tendencies
Different classes:e.g.reluctants,disinterested,negociators,friendly [11,12] Fears: hack. >whoever >commerc.(61%75%)>State >colleagues >fam.[13,14] Morepositiveattitudewhen informed aboutcollection/followup,priorconsent andrighttoobject,confidenceintheenterprise,secured environment [10][15] Sensitiveinfo.moreeasily disclosed where abenefit isexpected [7,10];variables influencing seek advantages:cultural,behavioural,sociodemographics, experience...[12] 23%ofusers areready tomonetize their data[14] less than 20%areready tochoose afeepaying modelwithout advertising [15,SN] compar.:moreknowledgeable peopleseem tobe theones who releasethemore added valueinformation (ex.[13] 18 34y.o.,young malemanagers) butthey seem tosee those informationas less private than other data(emailandpostaladdress,phone,private photos)
[10,11,12] C.LancelotMiltgen;[13] SurveyTNS/SofresforMicrosoft;[14] SurveyNinjam/Iligo;[15]ETO/MarketAudit

EstelleDeMarco FIA2011 Economics ofprivacy session 18May2011

Privacy andPersonal DataProtection:Legal Context andSocialPerception References


[1]D.J.Solove,Ataxonomyofprivacy,UniversityofPennsylvaniaLawReview,vol.154,n 3,Jan.2006. [2] S.WarrenandL.Brandeis,"Therighttoprivacy",HarvardLaw Review,vol.IV,15Dec.1890,n 5. [3] USASupreme Court,1965;see P.Tabatoni,"avantpropos",inLaprotectiondelavieprivedanslasocit delinformation,dir.P.Tabatoni,tome1,cahierdessciencesmoralesetpolitiques,PUF,1st ed.,Jan. 2002,p.4. [4] F.Terr ,"lavieprive" inLaprotectiondelavieprivedanslasocit delinformation,dir.ofP. Tabatoni,tome3,PUF,janv.2002,pp.138139. [5] Niemietz v.Germany,judgment of16December 1992,Series Ano.251B;Coplandv.theUnitedKingdom, n 62617/00,3April2007;PierreKayser,Laprotectiondelaviepriveparledroit,PUd'Aix Marseille/Economica,3rd ed.,1995,page45,referring tothedecision X.v.Island,decision ofthe Commission,18May1976,year 1976,req.n6825/74,page343;P.G.andJ.H.v.theUnitedKingdom, no.44787/98,ECHR2001,IX, 56,Series A,n 280B,p.28,24;Keycaselawissues,theconceptsof "private andfamily life",European CourtofHuman Rights,24/01/2007,http://tinyurl.com/3om8tks, referring toPretty v.TheUnitedKingdom,n 2346/02,ECHR2002,III, 61,67. [6] E.DeMarco,LanonymatsurInternetetledroit,thesis,UM1,2005,ANRT(ISBN:9782729568993;Ref.: 05MON10067). [7] Article29DataProtectionWorking Party,Opinion8/2010onapplicablelaw,16December 2010,WP179.

EstelleDeMarco FIA2011 Economics ofprivacy session 18May2011

Privacy andPersonal DataProtection:Legal Context andSocialPerception References


[8] Article29DataProtectionWorking Party,Opinionontheuseoflocationdatawith aviewtoproviding valueadded services,November 2005,WP115. [9] Article29DataProtectionWorking Party,Opinion2/2010ononlinebehavioural advertising,22June 2010,WP171. [10]C.LancelotMiltgen, "ViepriveetInternet:influencedescaractristiquesindividuellesetsituationnelles surlesattitudesetlescomportementsdesinternautesface lacollectedesdonnespersonnelles" , cahierderechercheDMSPn 317etactesducongrsAFMTunis2003,http://tinyurl.com/62623wj. [11] C.LancelotMiltgen etC.Gauzente,"Viepriveetpartagededonnespersonnellesenligne:une approchetypologique" ,cahierderechercheDMSPn 356,april 2006, http://www.dmsp.dauphine.fr/fileadmin/mediatheque/edogest/pdf/CR356.pdf. [12]C.LancelotMiltgen,"Dvoilementdedonnespersonnellesetcontrepartiesattenduesenecommerce: uneapprochetypologiqueetinterculturelle",Systmedinformationetmanagement(SIM),vol.15, n 4,dec.2010,pp.4591. [13] SurveyTNS/SofresforMicrosoft,May2010,http://www.tnssofres.com/pointsde vue/612B63531DCF46F9B9FC7C2B49480F04.aspx. [14]Ninjam/Iligo,Etudesurlerapportdesinternautesfranais laconfidentialit desdonnesnumriques, 23/11/2010. [15]ETOandMarketaudit,Baromtredelintrusion,2010.

EstelleDeMarco FIA2011 Economics ofprivacy session 18May2011

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