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Jerry the Chief Marketing Officer for a sports apparel and trophy company, sells products to schools and athletic clubs globally Recently the company has decided to invest in a new line of customized sports equipment Jerry plans to email his current customer base to offer them a discount on their first purchase of such equipment. Jerry tells Kate, the Director of Privacy, about his plan. What is the best guidance Kate can provide to Jerry?
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SCENARIO Please use the following to answer the next question: Brady is a computer programmer based in New Zealand who has been running his own business for two years. Brady's business provides a low-cost suite of services to customers throughout the European Economic Area (EEA). The services are targeted towards new and aspiring small business owners. Brady's company, called Brady Box, provides web page design services, a Social Networking Service (SNS) and consulting services that help people manage their own online stores. Unfortunately, Brady has been receiving some complaints. A customer named Anna recently uploaded her plans for a new product onto Brady Box's chat area, which is open to public viewing. Although she realized her mistake two weeks later and removed the document, Anna is holding Brady Box responsible for not noticing the error through regular monitoring of the website. Brady believes he should not be held liable. Another customer, Felipe, was alarmed to discover that his personal information was transferred to a third- party contractor called Hermes Designs and worries that sensitive information regarding his business plans may be misused. Brady does not believe he violated European privacy rules. He provides a privacy notice to all of his customers explicitly stating that personal data may be transferred to specific third parties in fulfillment of a requested service. Felipe says he read the privacy notice but that it was long and complicated Brady continues to insist that Felipe has no need to be concerned, as he can personally vouch for the integrity of Hermes Designs. In fact, Hermes Designs has taken the initiative to create sample customized banner advertisements for customers like Felipe. Brady is happy to provide a link to the example banner ads, now posted on the Hermes Designs webpage. Hermes Designs plans on following up with direct marketing to these customers. Brady was surprised when another customer, Serge, expressed his dismay that a quotation by him is being used within a graphic collage on Brady Box's home webpage. The quotation is attributed to Serge by first and last name. Brady, however, was not worried about any sort of litigation. He wrote back to Serge to let him know that he found the quotation within Brady Box's Social Networking Service (SNS), as Serge himself had posted the quotation. In his response, Brady did offer to remove the quotation as a courtesy. Despite some customer complaints, Brady's business is flourishing. He even supplements his income through online behavioral advertising (OBA) via a third-party ad network with whom he has set clearly defined roles. Brady is pleased that, although some customers are not explicitly aware of the OBA, the advertisements contain useful products and services. Under the General Data Protection Regulation (GDPR), what is the most likely reason Serge may have grounds to object to the use of his quotation?

Question 220 - CIPP-E discussion

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SCENARIO

Please use the following to answer the next question:

BHealthy, a company based in Italy, is ready to launch a new line of natural products, with a focus on sunscreen. The last step prior to product launch is for BHealthy to conduct research to decide how extensively to market its new line of sunscreens across Europe. To do so, BHealthy teamed up with Natural Insight, a company specializing in determining pricing for natural products. BHealthy decided to share its existing customer information -- name, location, and prior purchase history -- with Natural Insight. Natural Insight intends to use this information to train its algorithm to help determine the price point at which BHealthy can sell its new sunscreens.

Prior to sharing its customer list, BHealthy conducted a review of Natural Insight's security practices and concluded that the company has sufficient security measures to protect the contact information. Additionally, BHealthy's data processing contractual terms with Natural Insight require continued implementation of technical and organization measures. Also indicated in the contract are restrictions on use of the data provided by BHealthy for any purpose beyond provision of the services, which include use of the data for continued improvement of Natural Insight's machine learning algorithms.

Under the GDPR, what are Natural Insight's security obligations with respect to the customer information it received from BHealthy?

A.

Appropriate security that takes into account the industry practices for protecting customer contact information and purchase history.

Answers
A.

Appropriate security that takes into account the industry practices for protecting customer contact information and purchase history.

B.

Only the security measures assessed by BHealthy prior to entering into the data processing contract.

Answers
B.

Only the security measures assessed by BHealthy prior to entering into the data processing contract.

C.

Absolute security since BHealthy is sharing personal data, including purchase history, with Natural Insight.

Answers
C.

Absolute security since BHealthy is sharing personal data, including purchase history, with Natural Insight.

D.

The level of security that a reasonable data subject whose data is processed would expect in relation to the data subject's purchase history.

Answers
D.

The level of security that a reasonable data subject whose data is processed would expect in relation to the data subject's purchase history.

Suggested answer: A

Explanation:

According to Article 32 of the GDPR, the controller and the processor must implement appropriate technical and organisational measures to ensure a level of security appropriate to the risk of the processing1. The GDPR does not prescribe specific security measures, but rather provides a list of factors to consider when determining the appropriate level of security, such as:

The state of the art and the costs of implementation;

The nature, scope, context and purposes of processing;

The risk of varying likelihood and severity for the rights and freedoms of natural persons.

Therefore, the level of security required by the GDPR is not absolute, but relative to the specific circumstances of each processing activity.The GDPR also encourages the use of codes of conduct and certification mechanisms to demonstrate compliance with the security requirements1.

In the scenario, Natural Insight is a processor who receives customer information from BHealthy, a controller, for the purpose of providing pricing services. Natural Insight has a contractual obligation to implement technical and organisational measures to ensure the security of the data, as well as to comply with the GDPR. Natural Insight's security obligations are not limited to the measures assessed by BHealthy prior to entering into the contract, nor to the level of security that a reasonable data subject would expect. Rather, Natural Insight must take into account the industry practices for protecting customer contact information and purchase history, as well as the potential risks that may arise from the processing, such as data breaches, identity theft, fraud, or discrimination. Natural Insight must also keep up with the state of the art and the costs of implementation, and adjust its security measures accordingly.

4: Art. 32 GDPR Security of processing

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asked 22/11/2024
Nomandla Asiya
38 questions
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