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Tratamento de dados pessoais no marketing direto e o interesse legítimo
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Na perspetiva do tema que suporta este trabalho demonstra-se, a nível teórico, através de pesquisa doutrinária e análise jurisprudencial, o porquê das preocupações inerentes à defesa do direito à proteção de dados, no fundamento do interesse legítimo do responsável pelo tratamento, para fins de marketing direto. Devido as atividades de marketing estarem entre as que mais se utilizam da recolha e do tratamento de dados pessoais, no intuito de tornar as pessoas singulares consumidores ou potenciais clientes, levantam-se diversas questões e preocupações relativas à privacidade. Estando estas atividades de marketing entre as que mais utilizam tratamento de dados pessoais para o exercício das suas funções, considera-se que são também as que mais impacto sofrem com as novas legislações, pois, na prática, encontram-se muitas dificuldades para equilibrar a defesa do direito à privacidade nas comunicações eletrónicas para fins de marketing direto, com os interesses das organizações na promoção das suas atividades no contexto da livre iniciativa económica privada.
From the perspective of the theme that supports this work, it is demonstrated, at a theoretical level, through doctrinal research and jurisprudential analysis, why there are concerns inherent to the defense of the right to data protection, on the grounds of the legitimate interest of the data controller, for direct marketing purposes. Because marketing activities are among those that make the most use of collecting and processing personal data in order to turn individuals into consumers or potential customers, a number of privacy issues and concerns arise. As these marketing activities are among those that make the most use of processing personal data in order to carry out their functions, they are also considered to be the ones most impacted by the new legislation, as in practice there are many difficulties in balancing the defense of the right to privacy in electronic communications for direct marketing purposes with the interests of organizations in promoting their activities in the context of free private economic initiative.
From the perspective of the theme that supports this work, it is demonstrated, at a theoretical level, through doctrinal research and jurisprudential analysis, why there are concerns inherent to the defense of the right to data protection, on the grounds of the legitimate interest of the data controller, for direct marketing purposes. Because marketing activities are among those that make the most use of collecting and processing personal data in order to turn individuals into consumers or potential customers, a number of privacy issues and concerns arise. As these marketing activities are among those that make the most use of processing personal data in order to carry out their functions, they are also considered to be the ones most impacted by the new legislation, as in practice there are many difficulties in balancing the defense of the right to privacy in electronic communications for direct marketing purposes with the interests of organizations in promoting their activities in the context of free private economic initiative.
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Protecção de dados Marketing directo Privacidade Dados pessoais Regulamento Geral de Proteção de Dados Teses de mestrado - 2024 Data protection Direct marketing Privacy Personal data General Data Protection Regulation