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Data Protection in the Marketing Department

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Lesson 5, Topic 1
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Purpose Limitation & Consent

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Social networks are interested in personal data for various reasons, but mainly because it gives them precise insights into the behaviour of users and their preferences. Thus, user profiles are created, which, the more data they are enriched with, the more concrete a picture of a person is presented.

And since social media platforms like Facebook are basically just huge advertising machines, they can make a lot of money with such concrete data by playing out targeted advertisements aimed at the user or by reselling the data.

But also companies use personal data diligently (social media marketing).

It is not only the actively disclosed data that plays a role.

Metadata also contributes a great deal of information to the user profiles used for advertising. Metadata is basically information about information, such as the type of end device, the version status of the software or who interacts with which platform and for how long.

Factors that are also significant for social media and data protection are purpose limitation, like in the collection of data, and the consent given by the consumer.

Purpose limitation means that only data that is legally permitted and indispensable for the respective purpose may be collected, stored and processed.

For example, a prospect’s email address can be taken into account, while the telephone number and address can be omitted.

Consent is always important for further measures – for example, if it is planned to send interested parties a regular newsletter.

In addition, consumers also have the right to demand the erasure of certain data.