The Protection Of Personal Information In Marketing Activities

Because personal information played a very fundamental role in marketing activities, various marketing institutions treated the collection and utilization of customer personal information as a very important aspect of marketing. As the competition intensified, more and more disputes of tort of the right to customers'personal information arisen. To cope with the deteriorating situation, it is urgently needed for us to thoroughly study and timely implement our own system of personal information protection, accordingly strengthen the regulation of various marketing activities which constantly involving the usage of customers'personal information.From a legal point of view, the right to personal information including Right to Awareness, Right to Correction, Right to Deletion and Right to Prevent Processing for Purposes of Direct Marketing which all clearly defined in terms of characteristics, scopes and contents. In marketing activities, it's in a process to translate into property or economical results of various marketers and personal information of customers as a whole could be treated as resource and asset of marketers which with obvious economical features. Balancing the economic and industrial development and the protection of the right to personal information, the conditions and consequences of tort of right to personal information carefully concluded upon the common rules set forth by classic theories in tort law. Both America and EU already set up featured and effective systems of personal information protection. American system emphasized more on industrial self-regulation and EU famous for strong and detailed law governance. Besides, various international organizations are pushing to set up a globally recognized and accepted system of personal information protection to facilitate the globalization of world economy. At the start of the construction and fine tuning our own system of protection of personal information, we need to think all these over and make full use of the leading systems of America and EU models, follow the globalization trend in the information protection and push/educate the various entities of our market to set up their own self disciplined systems of protection of personal information and they have to be strictly supervised to pay adequate attention to the protection of safety of personal information.