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e-Privacy Research: a New Disciplinary Borderland.
Unformatted Document Text:  * 17 responsible (person) for the data processing and the consumers involved, about the management and the use of personal data. Because privacy concerns have implications not only for the trust consumers have in new forms of interactive communication and marketing, but also influence the quality of the databases that businesses are building. We conclude this, based on our survey among internet users (conf. Walrave 2001b). More than 60% admit to have communicated false data, when they doubted the necessity of this information for the purpose that was communicated. A lack of trust and control over own personal data can lead to weak database quality and maybe to less opportune communication. So protecting privacy of individuals who are entrusting their personal information is not only an important token of respect for that person, is not only the implementation of a legal obligation, but it is also a necessity to contribute to the good functioning of interactive communication between companies and consumers. The privacy law could generate a mentality switch: namely, each person who, or organisation that processes data, must, before starting the collection of the data, meditate about the purpose, the necessity of the data, the privacy rights of the persons concerned and how they can exercise these rights. The clear and simple formulation of this information in a privacy statement on a website, is not only a legal must (besides other legal obligations), but contributes also, in our opinion, to as well the trust in the company that runs the website, as the confidence in e- commerce in general. Companies have also to organize easy to use procedures to give the possibility to consumers to exercise their rights. We have though observed some thresholds that make the exercise of privacy rights difficult for consumers. So, organizations need not only to know what promise they have to make, but also how they have to organize easy to use procedures to be able to keep that promise. That’s why examples of specific procedures can be proposed in codes of conduct or made compulsory by other means to augment the effective enforcement of the privacy rights. Finally, we are convinced that a company cannot build one-to-one, long-term and loyal relationships by analysing only the wishes, needs and complaints of consumers concerning their products and services. Marketers have also to be all ears for the wishes and remarks of consumers concerning the use of their personal data and furthermore if and how they can communicate with them individually.

Authors: Walrave, Michel.
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responsible (person) for the data processing and the consumers involved, about
the management and the use of personal data.
Because privacy concerns have implications not only for the trust consumers
have in new forms of interactive communication and marketing, but also
influence the quality of the databases that businesses are building. We conclude
this, based on our survey among internet users (conf. Walrave 2001b). More
than 60% admit to have communicated false data, when they doubted the
necessity of this information for the purpose that was communicated. A lack of
trust and control over own personal data can lead to weak database quality and
maybe to less opportune communication. So protecting privacy of individuals
who are entrusting their personal information is not only an important token of
respect for that person, is not only the implementation of a legal obligation, but
it is also a necessity to contribute to the good functioning of interactive
communication between companies and consumers.
The privacy law could generate a mentality switch: namely, each person who, or
organisation that processes data, must, before starting the collection of the data,
meditate about the purpose, the necessity of the data, the privacy rights of the
persons concerned and how they can exercise these rights. The clear and simple
formulation of this information in a privacy statement on a website, is not only a
legal must (besides other legal obligations), but contributes also, in our opinion,
to as well the trust in the company that runs the website, as the confidence in e-
commerce in general.
Companies have also to organize easy to use procedures to give the possibility to
consumers to exercise their rights. We have though observed some thresholds
that make the exercise of privacy rights difficult for consumers. So, organizations
need not only to know what promise they have to make, but also how they have
to organize easy to use procedures to be able to keep that promise. That’s why
examples of specific procedures can be proposed in codes of conduct or made
compulsory by other means to augment the effective enforcement of the privacy
rights.
Finally, we are convinced that a company cannot build one-to-one, long-term
and loyal relationships by analysing only the wishes, needs and complaints of
consumers concerning their products and services. Marketers have also to be all
ears for the wishes and remarks of consumers concerning the use of their
personal data and furthermore if and how they can communicate with them
individually.


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