DMA Data Protection 2014

Data protection 2013

Friday 8 February

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Supported by

Data Protection 2014Friday 7 March 2014, Cavendish Conference Centre

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Gold sponsor

8.30am Registration and breakfast

9.15am Welcome from the ChairFedelma Good, director, information policy & strategy, Barclays

9.25am Looking ahead, staying ahead – challenges, achievements and a vision for the ICODavid Smith, deputy information commissioner & director of data protection, ICO

10.00am Questions

10.15am How to make data protection a priority in your company – sleepwalking into data disasterRosemary Smith, founder, Opt-4

Jenny Moseley, founder, Opt-4

10.45am Questions

10.55am Refreshments and networking

Agenda

Gold sponsor

Welcome from Chair

Fedelma Good, director, information policy & strategy, Barclays

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Source: www.google.com

Looking ahead, staying ahead –Challenges, achievements and a vision for the ICO

David Smith, deputy information commissioner & director of data protection, ICO

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Looking Ahead, Staying Ahead –Challenges, Achievements and a Vision for the ICO

David Smith

Deputy Information Commissioner

Looking Ahead, Staying Ahead

• Three main challenges

• Better for less

• Fit for the future

• Mission, vision and goal

• Aims – What we expect to do

• Aims – How we expect to do it

What’s New?

• Learning more from casework/tackling systemic problems

• Leveraging information rights messages

• Co-ordinating enforcement

• Developing trust marks and privacy seals

• Meeting requirements of Regulators’ Code

Proposed EU Regulation

• European Commission proposals

• European Parliament – LIBE Committee

• Council of Ministers – DAPIX Working Group

• Trilogue and co-decision

• Adoption and implementation

• ICO contribution

Enforcement

• Civil monetary penalties

• Research on impact

• Application to PECR cases

• Possible changes to PECR

• Criminal prosecutions

• Section 55 offences – custodial sentences?

Marketing and Data Protection

• Increased enforcement

• Direct Marketing guidance

• Clarity and consent

• Buying and selling lists

• Reviews of guide to PECR and Privacy Notices Code

• Continuing to work with DMA and others

Some Challenges

• NHS and Care.data

• Being alert to technological developments

• Growth of big data analytics

• Progressing EU data protection reform

• Delivering international co-operation

• Changing political climate in UK and Europe

• Continuing to be an effective information rights regulator

@iconews

Keep in touch

Subscribe to our e-newsletter at www.ico.org.ukor find us on…

/iconews

Questions

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How to make data protection a priority in your company – sleepwalking into data disaster

Rosemary Smith, founder, Opt-4Jenny Moseley, founder, Opt-4

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How to make data protection a priority in your company

Jenny Moseley, Opt-4

Rosemary Smith, Opt-4

Is your Board sleepwalking into data disaster?

When did your senior Board last discuss data protection?

What would it take to get it onto their agenda?

• Embarrassing breach?

• Regulatory Action?

• Customer action?

• Financial loss?

No one would hear about it if we had a breach

But we’ve never had a breach

But we’ve never had a breach

Verizon 2013 Data Breach Investigations Report

The ICO is a toothless tiger (at least for the private sector)

The rest of Europe doesn’t take it seriously

Over 300 formal actions by the Spanish Regulator in 2013

EUR 19.5m in fines levied in 2011

Our customers don’t care about how we use their data

What’s wrong with opt-in anyway?

Our customers love hearing from us

We’re still getting list rental revenue

We’re still getting list rental revenue

Per capita cost £79

45% of cost is lost business

3.1% abnormal churn post breach

2013 Cost of Data Breach Study

We can’t justify investment in protecting data

It’s not as if data is a tangible asset

You can’t put a value on customer data

Types of information most likely to be assigned a value

But we could still sell the database if we wanted too

“our privacy policy is simple: we never share your information with anybody.”

Did you know the ICO has raised fines of nearly £5.5m?

I’ve seen some research that says our permission rate is going to drop by 20% if we have to go opt-in

We could be leaking data like a sieve and nobody would even know

If we could make £5 from every opted-out customer we could put millions on our turnover

If what I heard at the DMA conference is right we could be in big trouble over data protection

www.opt-4.co.uk

[email protected]

[email protected]

The original content of this presentation is the intellectual propertyof Opt-4 and may not be reproduced without permission (c)

http://www.opt-4.co.uk/

mailto:[email protected]

mailto:[email protected]

Questions

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Refreshments and networking

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11.20am The implications of the new EU Data Protection RegulationNick Banbury, data strategy partner, Tangible

11.50am 6 stories to shock, inspire and terrify – A journey into the world of big data and how people are using it

Matthew Bayfield, head of data practice, OgilvyOne

12.35pm Questions

12.55pm Closing comments from ChairFedelma Good, director, information policy & strategy, Barclays

1.00pm Lunch and networking

Agenda

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The implications of the new EU Data Protection Regulation

Nick Banbury, data strategy partner, Tangible

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The proposed EU Data

Protection regulations

7th March 2014

…and why we love them

Copyright 2014 Tangible. All rights reserved.

IT’S GETTING HARDER TO GET THROUGH

TO THE PEOPLE WE COMMUNICATE WITH


[Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press Jan 2014]

AVERAGE ATTENTION SPAN OF A

CONSUMER

2000

12 seconds

2013

8 seconds


ADVERTISING BOMBARDMENT IS

INCREASING

…of us say we receive too many ads and promotions online.

66%

[Research by UpStream/YouGov, February 2012]


1,576

2,608

4,247

2005-2008 2008-2011 2011 onwards

DATA BREACHES ARE ON THE UPSource: http://www.databreaches.net/



CONSUMERS ARE TAKING CONTROL

We’ve all become more selective with our attention and who we share data with.


CONSUMER INSIGHTS FROMFAST.MAP

• Online market research and insights to their own dedicated consumer panel

• Insight Partner to the DMA

• Experts in Data Protection research

• Work across all marketing communication sectors

• Interviewed 1,175 consumers around their attitudes to sharing their data

• Infographics available at the end


PEOPLE ARE CONCERNED

How concerned are you about the security of your data given recent news?

…are concerned or very concerned about the security of their data

83%

Source: fast.MAP online survey, February 2014 www.fastmap.com


4%

8%

8%

9%

12%

14%

20%

23%

34%

35%

46%

73%

Other

Publishers

Software/Gaming

Car manufacturers

Quangos

Charities

Clothing retailers

Telecoms companies

Supermarkets

Online retailers

Utilities

Banks

WHO PEOPLE SHARE WITH

People are picky about who they give their data to.

They to see value.

They need clarity as to why they are being asked to share.



0%

7%

30%

38%

50%

51%

52%

56%

58%

73%

78%

81%

84%

Other

Banking details

Income

Phone number

Number of children

Type of car

Shopping preferences

TV viewing habits

Address

Marital Status

Age

Name

Email address

WHAT THEY SHARE

People are more comfortable providing email address than home address or phone number.



WHY THEY AGREE TO SHARE

1%

22%

28%

29%

31%

40%

41%

52%

Other

Never

When given for a specific reason

Easy to revoke access

When opening a new account

In return for something of value

Required for managing my account

Safely and securely managed



PICK UP YOUR INFOGRAPHIC

People selective about

What they share

When they share it

Who they share it with


THERE ARE MORE AND MORE BARRIERS

Ad bombardment +

Eroding trust+

Privacy concerns=

People selective about

What they share

When they share it

Who they share it with


New EU data protection

regulations will make it

even harder to gain

permission to talk to

your customers.

AND TO TOP IT OFF…


Opt-in for all channels

Data must be erased on demand

Profiling requires explicit consent

Third party access requires permission

Move to free access to personal data

€100m+ fines for breach

SO WHAT ARE THE KEY REGULATIONS?


THE KEY CHANGES

NOW PROPOSED

CONSENT Opt out for some media Opt in across all media

PROFILING & 3RD PARTY USE

No additional permission required

Explicit consent required

ACCESS TO DATA Chargeable Must be free

SUPPRESSION REQUESTS

Data can be flagged “Do Not Contact”

Data must be erased


SO WHAT DO WE THINK?


A HUGE OPPORTUNITY AWAITS

Look at your brand from your customer’s perspective.

Open the door to new relationships.

Be more attractive.



EMBRACE INDIVIDUALITY

Each one of us is different,

with our own distinct personality, passions, loves and hates.

We’re individuals.

We respond to individual treatment!


AVAILABLE TO YOU:

• Our White Paper further pulls together the salient points of the new regulations.

• Come and see us afterwards to speak more about how your business can approach the new legislation.

Nick Banbury

Data Strategy Partner

[email protected]

Mobile: 07834 518783

6 stories to shock, inspire and terrify –A journey into the world of big data and how people are using it

Matthew Bayfield, head of data practice, OgilvyOne

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Questions

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Closing comments

Fedelma Good, director, information policy & strategy, Barclays

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Upcoming events

Introduction to data protectionGet to grips with the basics of data protection legislation at our half-day workshop on Wednesday 26 March 2014.Sale – Thursday 13 MarchBristol – Tuesday 18 MarchLondon – Wednesday 26 March

Taking the lead: Customer acquisition barometer 2014Lead generation and customer acquisition are the lifeblood of companies. Both go under the spotlight as we reveal the best - and worst practices - at Taking the lead for the launch of the Customer Acquisition Barometer 2014 (CAB 2014), conducted by the DMA in conjunction with McDowall. London - Thursday 27 March

Visit the registration desk to book today.

Lunch and networking

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