Today, the Federation of European Data and Marketing (FEDMA) published its position paper on the EU proposal for a Data Act. Complementing the architecture of the Data Governance Act, the Data Act should establish a harmonized framework for data sharing in the EU.
FEDMA shares the objectives of the European Commission to increase access to and further the (re-)use of data through the proposed ‘Data Act’. Access to customer data is extremely important in the Data and Marketing sector. Data allows marketers, especially SMEs, to reach in a cost-effective way the right audience with relevant and personalised offers of their products and services, which often represent alternatives to well-established brands and large commonly known online platforms. Marketers do not only use consumer data to increase the efficiency of their marketing spend, but also as a source of innovation to deliver new value and enhanced products and services for customers.
Complementing the architecture of the Data Governance Act, the Data Act should establish a harmonised framework for data sharing in the EU. As the voice of data-driven marketing, FEDMA welcomes the objective of the Data Act, but further work is necessary. Specifically, we recommend:
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