Marketers warned against use of customer personal details

quist

October 31, 2015 11:41 AM

Ghanaian marketers are being cautioned against the use of customer details without explicit consent.

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Personal data protection in the current internet revolution in Ghana, internet users are getting more and more concerned with safeguarding personal details on the internet.

Managing Partner of business law firm A.B. and David, Isabel Boateng there are legal ramifications for stealing customer details or using personal details without consent.

“You are marketing in an era where there is a dark side, where identities could even be bought online, and so many other things.” She said in an interview with Joy Business.

She, emphasized the importance of the internet in propelling the business subsector and the field of marketing, but the legal requirements of using the internet in marketing must be respected.

Brand definition she indicated is very important in these times and is premised on integrity and trust, hence, for a marketer to be able to promote that brand, it is very important that they understand the regulatory issues that affect how they market.

According to him, regulatory issues surrounding privacy, consumer protection and electronic transactions, specifically the data protection Act should be important to all marketers.

“It is important for marketers to understand what their obligations are in this era. There are legal issues related to how you process the personal data of data subjects (customers) so marketers will be deemed as data controllers and they have a responsibility to ensure that they have a secure and high safety standards in terms of how they collect data, how they hold and use information and so on” she emphasized.

Madam Boateng added that with electronic transactions there are rules in terms of the nature of marketing that can be done, issues related to unsolicited marketing, etc.

“So I think marketers need to understand what all these issues are in order to be able to stay in the market”, she said.

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