popi becomes law briefing slides

POPI Becomes LawCommunications, social marketing and

collaborative enterprises

Monday 05 November 12

@pauljacobson*

* Tweet about this talk!

Unsolicited Electronic Communications

What is “direct marketing”?

“direct marketing” means to approach a data subject, either in person or by mail or electronic communication, for the direct or indirect purpose of –• promoting or offering to supply, in the ordinary course of business,

any goods or services to the data subject; or• requesting the data subject to make a donation of any kind for any

reason;

And “electronic communication”?

“electronic communication” means any text, voice, sound or image message sent over an electronic communications network which is stored in the network or in the recipient's terminal equipment until it is collected by the recipient.

“An agreement concluded between parties by means of data messages is concluded at the time when and place where the acceptance of the offer was received by the offeror.”

Section 22(2) of the Electronic Communications and Transactions Act

Consent models

One-off approach to request consent

“consent” means any voluntary, specific and informed expression of will in terms of which permission is given for the processing of personal information"

“processing” means any operation or activity or any set of operations, whether or not by automatic means, concerning personal information, including—(a) the collection, receipt, recording, organisation, collation, storage, updating or

modification, retrieval, alteration, consultation or use;(b) dissemination by means of transmission, distribution or making available in any

other form; or(c) merging, linking, as well as restriction, degradation, erasure or destruction of

information;

Explicit opt-ins vs implicit opt-ins

The data subject has given “his, her or its consent to the processing”

Implicit opt-in is a little more complicated

1. Sale of a product or serviceMonday 05 November 12

2. Related products and services

Being responsible

Obtain consentBe transparent

Opportunities to opt-out –1. When the personal information is first collected; and2. With each subsequent communication.

Collaborative Enterprises

Social media has transformedconsumer relations

Social media is changing businesses

Business – now more social

‘‘personal information’’ means information relating to an identifiable, living, natural person, and where it is applicable, an identifiable, existing juristic person, including, but not limited to—(a) information relating to the race, gender, sex, pregnancy, marital status, national, ethnic or social origin, colour, sexual orientation, age, physical or mental health, well-being, disability, religion, conscience, belief, culture, language and birth of the person;(b) information relating to the education or the medical, financial, criminal or employment history of the person;(c) any identifying number, symbol, e-mail address, physical address, telephone number, location information, online identifier or other particular assignment to the person;(d) the biometric information of the person;(e) the personal opinions, views or preferences of the person;(f) correspondence sent by the person that is implicitly or explicitly of a private or confidential nature or further correspondence that would reveal the contents of the original correspondence;(g) the views or opinions of another individual about the person; and(h) the name of the person if it appears with other personal information relating to the person or if the disclosure of the name itself would reveal information about the person;

More developed collaborative enterprisesrequire more develop privacy frameworks

Data collection and integration

Privacy is contextual

(f) correspondence sent by the person that is implicitly or explicitly of a private or confidential nature or further correspondence that would reveal the contents of the original correspondence;

Aggregate with caution

“voluntary, specific and informed expression of will”

Purpose specification

What is “purpose specification”?

Collection for specific purpose

13. (1) Personal information must be collected for a specific, explicitly defined and lawful purpose related to a function or activity of the responsible party.(2) Steps must be taken in accordance with section 18(1) to ensure that the data subject is aware of the purpose of the collection of the information unless the provisions of section 18(4) are applicable.

Retention and restriction of records

14. (1) Subject to subsections (2) and (3), records of personal information must not be retained any longer than is necessary for achieving the purpose for which the information was collected or subsequently processed, unless –(a) retention of the record is required or authorised by law; (b) the responsible party reasonably requires the record for lawful

purposes related to its functions or activities;(c) retention of the record is required by a contract between the parties

thereto; or(d) the data subject or a competent person where the data subject is a child

has consented to the retention of the record.

Thank you!

Visit j.mp/POPIbriefing for related materials

Paul Jacobsonpaul@webtechlaw.com

@webtechlawwebtechlaw.com

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