MagNews: Data Protection: 10 industry myths

MagNews just published a new brilliant article:

Data processed for profiling and marketing purposes must be deleted after 12 and 24 months respectively Among colleagues in our industry, there is a deeply rooted conviction that personal data processed for profiling and marketing purposes must be peremptorily erased 12 and 24 months after their registration, respectively. This conviction has its roots in the Italian Data Protection Authority’s “Loyalty Cards Measure” of 2005 : a measure that is still considered current, aimed at regulating certain aspects (including data retention times) related to the processing in the context of “loyalty” cards or cards that create a lasting relationship with customers for purchases and service provision.However, the above measure does not appear to be susceptible to application by analogy. Yet, many companies have understood these terms as mandatory for any processing carried out for marketing and profiling purposes, even outside the scope of “loyalty programs”. This is probably due to the…

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