Eu reform latest framework and data privacy protection

All states within the EU should follow the EU laws, and adapt their actions with the definitions of the European directives. With regards to the culture and human factors, business situations of some countries have different statement. Therefor in the specific situation the EU laws can varies to be stronger than other European states[7].

The new framework of EU commission is challenging with both protect online user data

Figure 11: Attitude toward data protection[6]

and also at the same time lets market keep developing in technology and their busi-ness processes. According to the survey done by European commission in 2011 70% of European citizens are concern about how companies process their data and 74% want to have control on data and give the consent before their data be processed. Therefore European commission start reforming and renew the policies in order to obtain con-sumer’s consent. The new framework of the EU Commission is challenging, since it must strike a balance between online user data protection and the technological advancement of business processes. In this section, we address portions of privacy regulations that were released in April 2013 by the EU data protection. Regarding cultural aspects, how-ever, the construction of privacy rights can vary across the countries and regions.

Users need to have the right to control whether or not their data is being tracked by browsers. It is also critical that users need to be made aware of the fact that their personal data is being tracked, and given the option for browsers to either DNT or DO Not Track data. Follow sections we briefly listed the points have been cited by new EU commission.

Advertisement and user tracking

while online advertising is one of the attractive component of social business. It also carries privacy concern for users. Many users complain they do not feel comfortable that their data being recorded in order to being used for advertising purposes. According to the latest survey 40% of European are unconfined regarding this data collecting or profiling. EU directive Act.5(C) in 2010[7],] EU has mentioned that this user tracking should be under the e-Privacy Directive. In fact the tracking individuals has been known as a big challenging issue on privacy.

What is considered personal data or sensitive data

Personal data protection is a critical issue, whether or not users understand this. Therefor, it is important for the EU directive to clarify for users what is considered personal data.

According to the European Commission, personal data includes all data that can identify a person. Sometimes data is collected anonymously, but still it is possible to re-identify a user indirectly. Additionally, many European internet users consider their financial data to be sensitive data. However, it does not technically fall into the category of personal data or data projection regulation. In addition, data location and biometric data are under specific directive protection category, but it still needs to be protected even if is it not defined as personal data[7].

Digital identity

According to the European Commission, digital identity is a collection of all available online data. This type of data can identify a users birthday, gender, nationality, address, medical records, purchase history, and interests. Additionally, IP addresses, cookies, loc-ation and browser fingerprints need to be under the data protection regulloc-ation.

Now by the new reform of EU directive all online and digital information and data are being amended into the category of data protection regulation.[7].

Anonymous data

Anonymous data is not considered as sensitive, since this type of data cannot be used to identify individuals. However, anonymity is being used as a method of securing user data and protecting privacy.

Data protection cost and benefit

The European Union Commission mentions that data protection regulations might be beneficial to the costs of business clients, business stakeholders and data collectors. It is still difficult to determine, however, the costs for all aspects. What is clear is that privacy levels based on consent can enhance user satisfaction, and cause acceptance of business progression. According to the EU data protective, making all data public and available means ending user convenience and consent. The purpose is to maintain a high level of data protection and thereby lower privacy risk.

Economically, there is a desirable level of protection policy that is nearly unfeasible if protection regulation levels are low. The EU protective claims that when social benefits of privacy protection outweigh the cost of privacy protection, the generic benefits of privacy protection are at their maximum level. If the required privacy protection level is lower than what is desired, the business benefit is in minimum level. In fact, the difference of cost and benefit makes it challenging to reach the desired level of privacy protection regulation.[7].

Figure 12: Desire levele of privacy protection[7]

Modernization of Data protection regulation

With the birth of big data and data analytic, the new technology relating to data pro-cessing requires increased respect and modernized reform to the various components of protection. First it is needed to enhance the user rights on data protection. Secondly, updating the tools being used in the terms of data aggregation. Furthermore, updating our understanding of and reactions to data aggregation is both important and necessary.

Protection techniques should focus on identification privacy; particularly, constant devel-opment and improvement of these techniques is needed as data protection regulations adjust. In this term, EU commission claim that new strong compliance is needed. Both markets and the EU Directive Commission should focus on the satisfaction and confid-ence of users by creating rules that are accurately followed by data controllers[7].