Os riscos da comunicação comercial em rede para a privacidade dos consumidores

• Autor(a) principal: Lopes, Soraia Marisa de Matos
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/18371
• topic: Publicidade; Dados pessoais; Direito à privacidade; Spam; Cookies; Direito do consumo; Marketing; Personal data; Privacy; Consumer law; Direito

The emergence and development of new technologies unleashed a process of social and economic change, which determined the need to reflect about the adequacy of consumers means of protection. Within the scope of the consumer law, the technological phenomenon brought a new form of communication between professionals and consumers: the network marketing communication. Due to its interactivity feature, the network allows a close relationship between professionals and consumers. Therefore, is actually possible to professionals obtain a complete set of information of their target audience, which is incorporated in their marketing strategies in order to rise the effectiveness of the advertising message. The professionals increasingly use forms of direct marketing with messages sent directly and individually to their consumers. These practices imply, however, the collection and treatment of consumer personal data, which could present risks to their fundamental right to privacy. The protection of consumer personal data is put at stake when professionals use non-transparent forms and procedures to collect and treat their data. Therefore, does the use of network marketing communication imply risks to the consumer privacy?