Razlike u zakonskoj regulativi zaštite privatnosti podataka u internet marketingu u SAD, Evropskoj Uniji i Srbiji
Differences in Legislation of Data Privacy Protection in nternet Marketing in USA, EU and Serbia
Apstrakt
Sve je veći broj preduzeća koja se u svom poslovanju i kontaktima sa potrošačima okreću Internetu i koriste ogromne mogućnosti koje on pruža. Stoga, Internet marketing danas doživljava izuzetnu ekpanziju i smatra se segmentom marketinga podložnim intenzivnim i kontinuiranim promenama. Uporedo sa pozitivnim efektima koje donosi kako preduzećima tako i potrošačima, javljaju se i negativnosti koje prate ovaj oblik marketinga, a jedna od njih je nedovoljna zaštita privatnosti podataka. Činjenica je da se mora podići nivo zaštite podataka i unaprediti njen kvalitet. Intenzivne promene se moraju preduzeti na normativnom planu, jer još uvek postoji dosta razloga za nezadovoljstvo potrošača kada je u pitanju zaštita njihove privatnosti. Dakle, zakonodavstvo mora da odigra jednu od ključnih uloga u izgradnji poverenja potrošača i uspostavljanu pozitivnih odnosa sa marketarima. Cilj ovog rada jeste ukazivanje na značaj izgradnje takvog nivoa zašitite privatnosti podataka koji će omogućiti uspostavljanje dugoročnih i partnerskih odnosa između potrošača, marketara i ostalih učesnika na tržištu, s obzirom da samo pomenuti odnosi mogu doneti prosperitet svim stranama. U radu će se izvršiti uporedna analiza zakonodavnih okvira u ovoj oblasti u SAD, zemljama Evropske unije i Srbiji i istaći i dalje prisutan značajan zaostatak Srbije u odnosu na pomenute razvijene zemlje.
Abstract
There is a growing number of companies that are, in its operations and dealings with consumers, turning to the Internet and using huge opportunities that it provides. Therefore, Internet marketing is now experiencing extreme expansion and it is considered to be the marketing segment that is vulnerable to intensive and continuous change. Along with the positive effects brought to both businesses and consumers, there are some negatives associated with this form of marketing, and one of them is the insufficient protection of privacy. The fact is that we must raise the level of data protection, and improve its quality. Intense changes have to be taken on the normative level, because there are still plenty of reasons for the dissatisfaction of consumers when it comes to protecting their privacy. Thus, the legislation must play a key role in building consumer confidence as well as in the establishment of a positive relationship with marketers. The aim of this paper is to show the importance of the construction of such levels of private data protection which will establish longterm partnerships between consumers, marketers and other participants in the market, since only the aforementioned relations can bring prosperity to all parties. The paper will make a comparative analysis of the legislative framework in this field in the United States, the European Union and Serbia, as well as stress still present significant backlog of Serbia in relation to the aforementioned developed countries.
Reference
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