Feb
13

Privacy law itself provides a solution – keep data accurate…

By

Good morning from the Southern hemisphere!

We have been talking about exchanging change of address data & data hygiene between countries now for ages – within the UPU framework & now beyond it with the express & courier companies.

Clearly this is a customer advantage, & it also fulfils one of the basic EU & OECD data protection rights – that of keeping data up to date.

….

There are a few EU countries which require an opt in for any “processing” (collection storage or use) of personal data, but most countries do not require specific consent, what the laws usually do require however is that the “purpose” is very clearly stated.

Thus a consumer who moves needs to know why s/he needs to give out their data & the purposes for which that data will be used. A consumer (or company) moving should be very pleased to know that the relevant data are transferred thus making it easier to move & keep up with correspondents.

If couriers & express operators make it clear that they will share info on CoA, this helps the individual (or company) which has moved.  It should not constitute a data protection issue & it should be seen as a way to ensure that data are kept up to date, as legally required.

The problem will arise where a consumer is running away from something – however if couriers & express carriers have an opt out system available on their websites, this covers that issue.

Best wishes

Alastair Tempest

(The writer is the COO of the South African Direct Marketing Association and was for many years the Executive Director of the Federation of European Direct and Interactive Marketing Associations (FEDMA) in Belgium.)

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