1. Sirius Legal
De Scheemaecker Bogaerts Van den Brande
Marketing sur internet:
Comment tisser légalement sa toile

2. Sirius Legal
De Scheemaecker Bogaerts Van den Brande
Apple contest
1st email
• Legal use of email address?
• Spam? Advertisement?
• Right to say no?

3. Sirius Legal
De Scheemaecker Bogaerts Van den Brande
Apple contest
Marketing sur internet: comment tisser légalement sa toile
Link from
the 1st
email
• Contact
details
• OK with
contest
rules?

4. Sirius Legal
De Scheemaecker Bogaerts Van den Brande
Marketing sur internet: comment tisser légalement sa toile
Apple contest
2nd email
Spam?

5. Sirius Legal
De Scheemaecker Bogaerts Van den Brande
Marketing sur internet: comment tisser légalement sa toile
I. PROCESSING OF PERSONAL DATA
Processing = any operation
Collection o registration o utilisation o preservation o
adaptation o modification o extraction o consultation use o
communication o lock o erasure o destruction
Personal data
• any information
• on any support
• concerning a natural person
• identified or identificable
Belgian law applies if responsible established in Belgium

6. Sirius Legal
De Scheemaecker Bogaerts Van den Brande
Marketing sur internet: comment tisser légalement sa toile
A. What are the legal obligations of processing
personal data for the purpose of direct marketing?
1. Give information on the processing:
• Via notification at the CPP at the latest on the processing
o 25€ (www.privacycommission.be) – 125€ (hard copy)
• Via communication to the concerned person at the latest at the
moment of the collection or registration (PRIVACY POLICY)
• Information (a.o.):
o Identity of the responsible
o Determined and legitimate purposes
o Security measures
o If transfer to foreign country: data, guarantees & country

7. Sirius Legal
De Scheemaecker Bogaerts Van den Brande
Marketing sur internet: comment tisser légalement sa toile
A. What are the legal obligations of processing
personal data for the purpose of direct marketing?
2. Obtain « free, specific and informed consent » from the
concerned person
o Six legally acceptable reasons / only « consent » applies
o Responsible’s legitimate interest if it surpasses the concerned
person’s interest -> NOT ENOUGH FOR MARKETING
3. Ensure that the data in your possession are:
o Appropriate, relevant and not excessive
o Not sensitive (health, politics, race, religion, judicial…)
o Exact and up-to-date
o Reasonably conserved

8. Sirius Legal
De Scheemaecker Bogaerts Van den Brande
Marketing sur internet: comment tisser légalement sa toile
A. What are the legal obligations of processing
personal data for the purpose of direct marketing?
4. Guarantee the possibility for the concerned
person to exerce his rights:
• Right to information
• Right to access
• Right to rectify and erase
• Right to oppose
o For serious and legitimate reasons
o Without reason for direct marketing
• Right to be forgotten

9. Sirius Legal
De Scheemaecker Bogaerts Van den Brande
Marketing sur internet: comment tisser légalement sa toile
B. Can I transfer personal data to foreign countries?
• Server cloud computing abroad
• Sending of data abroad to a subcontractor
• Data vetting
• To the EU Member states : YES
• To third countries: YES IF
o Appropriate protection level
o Argentina, Canada, Switzerland, Israel…
o Safe Harbor (USA)
o Model agreement established by the Commission
o Binding Corporate Rules

10. Sirius Legal
De Scheemaecker Bogaerts Van den Brande
Marketing sur internet: comment tisser légalement sa toile
C. Cookies
Opt-in
&
Information
in
Privacy
Policy

11. Sirius Legal
De Scheemaecker Bogaerts Van den Brande
Marketing sur internet: comment tisser légalement sa toile
II. SPAM
Apple contest:
1st email
Q: Advertising /
promotional
electronic post?
NO: Law personal data
protection (1992)
YES : Antispam law
(2003)

12. Sirius Legal
De Scheemaecker Bogaerts Van den Brande
Marketing sur internet: comment tisser légalement sa toileSoft
Opt-in
For
Spam
EXCEPT
Customers
&
info@...
sales@...

13. Sirius Legal
De Scheemaecker Bogaerts Van den Brande
Marketing sur internet: comment tisser légalement sa toile
Tell-a-friend button
• Nice People: Faites du bruit!
o Seul arrêt rendu en matière de marketing viral en
Belgique
Ask your
consent
about
sending
you
advertising
emails…
But no
other
possibility
to
participate !

14. Sirius Legal
De Scheemaecker Bogaerts Van den Brande
Marketing sur internet: comment tisser légalement sa toile
Marketing viral
Apple
contest
Link from 2nd
email
reminder
No box to tick
privacy
conditions
but already in
data bank!

15. Sirius Legal
De Scheemaecker Bogaerts Van den Brande
Marketing sur internet: comment tisser légalement sa toile
III. VIRAL MARKETING
Mention of
« advertising »
Prior consent
EXCEPT
From mailbox of
user

16. Sirius Legal
De Scheemaecker Bogaerts Van den Brande
Marketing sur internet: comment tisser légalement sa toile
Mention of
« advertising »
Not misleading
III. VIRAL MARKETING

17. Sirius Legal
De Scheemaecker Bogaerts Van den Brande
Marketing sur internet: comment tisser légalement sa toile
IV. TELL A FRIEND
Nice people arrest: « Faites du bruit »

18. Sirius Legal
De Scheemaecker Bogaerts Van den Brande
Marketing sur internet: comment tisser légalement sa toile
Apple contest rules
“U kunt tevens kans maken op een prijs door mee te doen aan de ’tell-a-friend’
mogelijkheid op de Website. Wanneer u gebruik maakt van de ‘tell-a-friend’
mogelijkheid, staat u er voor in dat de ontvanger toestemming heeft gegeven voor
het toezenden van de e-mail. U vrijwaart PLANET49 tegen iedere aanspraak van
derden in verband met uw gebruik van de ’tell-a-friend’.”
Only in the pdf file of the contest rules:
“Er wordt tevens een prijs verloot onder de deelnemers die van de ‘tell-a-friend’
mogelijkheid gebruik hebben gemaakt. Na afloop van de Actieperiode zal onder
deze deelnemers een geldbedrag van € 1.000,- worden verloot. Deze prijs zal door
middel van een cheque worden uitgekeerd.”

19. Sirius Legal
De Scheemaecker Bogaerts Van den Brande
Marketing sur internet: comment tisser légalement sa toile
V. SANCTIONS
• Recommendation CPP
• Control of the “SPF Economie”
• Sanction under civil law
o Injunction
o Summary proceedings
o Damages and interests
• Sanction under penal law
o Personal data: up to 500.000€
o Spam & viral marketing : up to 250.000€