Press Release-FEDMA welcomes the EU-US Privacy Shield agreement
FEDMA welcomes the EU-US Privacy Shield agreement
3rd February 2016: Yesterday, the European Commission announced a political agreement for a new and strengthened “Safe Harbour” for the transfer of personal data to the US. This new agreement, called the EU-US Privacy Shield, is described by First Vice- President of the European Commission, Andrus Ansip as a “new strong framework on data flows with the US”. Our people can be sure that their personal data is fully protected. Our businesses, especially the smallest ones, have the legal certainty they need to develop their activities across the Atlantic”.
FEDMA welcomes the agreement found by the European Commission and the US, in a timely manner. Many organisations have been facing legal uncertainty for the transfer commercial data since the Court of Justice of the European Union last October invalidated the European Commission’s 15 year-old Safe Harbour decision. FEDMA expects that the agreement found today will put an end to legal uncertainty and allow the maintain of transatlantic data flows in this new strengthened framework which ensure that EU citizens personal data is sufficiently protected.
FEDMA calls on the Article 29 Working Party and the Member States to welcome and support the agreement found by the European Commission, and to allow organisations the necessary time to transition to the new and strengthened agreement.
“Transatlantic data transfer is crucial for numerous companies in both the European Union and the US, and FEDMA is pleased to see that a solution has been found in a timely manner by the institutions” say Sébastien Houzé, FEDMA Secretary General.
Data Protection Day 2016 - 27th January
Data Protection & Ethics: Bridging the gap in the Data-Driven world
FEDMA celebrated on the 27th January 2016, International Data Protection Day with the organisation of a special event in the European Parliament, together with MEP Michal Boni, dedicated to data protection and ethics:
FEDMA principles on Ethical Data Management
Communication in general and marketing in particular went through colossal changes with fast technological evolutions (internet, social media, mobile, internet of things…). Those waves have changed the way brands communicate and the way individuals consume. Individuals have a voice and demand interactivity in all media - including advertisements. One-way communication is not enough anymore when the consumer wants to play an active role. The digital world has forced communication to become interactive. Furthermore, through the millions on digital and social media, it’s also true that the consumer wants to be perceived as unique among millions. Brands have decided to put the consumer in the centre of their strategy and to offer him personalized communication and a real-time experience.
Personalized communication, real-time and interactive dialogue, one to one communication, all the new communication business models are based on data. Direct marketing is the most efficient and respectful communication channel. Direct and Interactive marketing’ success is based on data: we are the Data-Driven Marketing industry!
Access to data is, the basis of our work and our main asset, in a world where privacy and data protection have become an increased concern, and where transparency to the individuals and ethics in data management are lagging behind.
The Direct and Interactive marketing industry has worked for decades and still works every day to build and maintain the most important asset we have: the consumer trust.
For these reasons, FEDMA put the steps to achieve a European Compliance on Privacy and Ethical Management. The first step has been the development of this charter on Ethical Data Management. Marketers can agree on simple rules and guidelines. Signing the Charter is the first milestone in the right direction. The follow up is to develop a European label for Ethical Data Managers and compliant organisations through technical workshops, legal assistance, and a self-regulatory process to achieve European Legal Compliance, delivered by FEDMA, the only omnichannel marketing federation recognized by the EU institutions.
MARKETING SUMMIT 2015
Special Thanks to Microsoft for hosting this Event
As disruptive technologies are invented, marketers must sustain trust. This event helped participants answer three questions:
What are the innovation trends that marketers need to be aware of?
What are the remaining barriers or challenges to becoming a data-driven European economy?
How to reach the right balance between Big Data and privacy?
Through its many activities, FEDMA is dedicated to building the business of cross-border Data-Driven marketing, both through its vast network of contacts and businesses within and beyond Europe and by representation within the institutions of the European Union.
FEDMA’s Charter on Ethical Personal Data Management for the Data-Driven Marketing industry, is first step towards the review of the organisation's existing codes of conduct and the development of a dedicated self-regulatory programme. FEDMA paves the way towards European Compliance on Privacy and Ethical Data Management. The first step is the development of this Charter on Ethical Personal Data Management. Marketers can agree on simple rules and guidelines. Developing and signing this Charter will be the milestone to continue in the right direction. The follow-up is the development of a European label for Ethical Data Managers and compliant organisation through workshops, legal assistance, and a self-regulatory process to achieve European Legal Compliance, delivered by FEDMA, the only omnichannel Marketing Federation recognised by the EU institutions.
FEDMA's mission is to:
Protect the European direct and interactive marketing industry and the interests of our members. FEDMA aims to encourage the European institutions to ensure a healthy commercial and legislative environment within which the one-to-one industry may prosper.
Promote members, governments, media, businesses and consumers about the European direct and interactive marketing industry and encourage education and training for the sector.
Inform members, governments, media, businesses and consumers about the European direct and interactive marketing industry and encourage education and training for the sector.