Contractul ca un cal troian sau cum să prelucrezi datele consumatorilor în interes de marketing cu toată dragostea

Conf. univ. dr. Raul-Felix HODOŞ

Centrul de Cercetare DATIA, Universitatea "1 Decembrie 1918", Alba Iulia, avocat

Daniela MICU

Centrul de Cercetare DATIA, Universitatea "1 Decembrie 1918", Alba Iulia

ABSTRACT

This paper aims to analyze the legal relation between the trader and the consumer through the prism of European principles on the protection of personal data, with a special focus on how artificial intelligence and new technologies are used in the customer profiling process. Theoretically, the controller’s contractual obligation, governed by Art. 6 para. (1) (b) of GDPR, should be the rule in the processing of personal data since the data processing agreement is part of a bilateral legal act, concluded following negotiations between the two parties (the trader and the consumer). In practice, however, the data subject’s consent, governed by Art. 6 para. (1) (a) of GDPR, and...