{"id":8720,"date":"2022-04-15T09:45:15","date_gmt":"2022-04-15T09:45:15","guid":{"rendered":"https:\/\/promoguy.nl\/gdpr-how-european-regulations-affect-marketing\/"},"modified":"2024-09-25T21:16:38","modified_gmt":"2024-09-25T21:16:38","slug":"gdpr-how-european-regulations-affect-marketing","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/lt\/blog\/2022\/04\/15\/gdpr-how-european-regulations-affect-marketing\/","title":{"rendered":"BDAR: kaip Europos reglamentai veikia rinkodar\u0105"},"content":{"rendered":"<p class=\"wp-block-paragraph\">2016 m. priimta <a href=\"https:\/\/edps.europa.eu\/data-protection\/data-protection\/legislation\/history-general-data-protection-regulation_en\" target=\"_blank\" rel=\"noreferrer noopener\">Bendrasis duomen\u0173 apsaugos reglamentas<\/a> (BDAR) yra vienas pla\u010diausio masto reglament\u0173 planetoje. J\u012f pri\u0117mus, duomen\u0173 apsaugos pad\u0117tis Europoje (ir u\u017e jos rib\u0173) smarkiai pasikeit\u0117. Pavyzd\u017eiui, \u012fmon\u0117s, ruo\u0161damosi \u0161iam \u012fstatymui, i\u0161leido 9 mlrd. JAV doleri\u0173 ir nuo to laiko pasamd\u0117 500 000 duomen\u0173 apsaugos pareig\u016bn\u0173.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">BDAR taip pat paskatino rinkodaros srityje prad\u0117ti taikyti slapuk\u0173 nenaudojan\u010dias darbo proced\u016bras. Taip pat \u012fmon\u0117s rengia darbuotojams atitikties BDAR reikalavimus mokymus, kad jie gal\u0117t\u0173 kuo geriau prisitaikyti prie \u0161i\u0173 reguliavimo standart\u0173.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">\u012estatymo pakeitimai rinkodaros srityje taip pat yra svarb\u016bs. Iki \u0161iol rinkodara buvo labai priklausoma nuo slapuk\u0173 ir duomen\u0173 rinkimo, ta\u010diau d\u0117l BDAR tai tapo neai\u0161kios perspektyvos. Apskritai \u012fstatymas suteik\u0117 vartotojams daugiau galimybi\u0173 spr\u0119sti, kaip platinami ir renkami j\u0173 duomenys. Ta\u010diau tai neapsi\u0117jo be tam tikr\u0173 sukr\u0117tim\u0173 rinkodaros pasaulyje.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">\u0160iame straipsnyje bus nagrin\u0117jama, kaip BDAR paveik\u0117 skaitmenin\u0119 rinkodar\u0105 ir komunikacij\u0105.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Interneto ir telekomunikacij\u0173 reguliavimo nagrin\u0117jimas<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">\u012estatymo raid\u0117 yra gana plati, ta\u010diau \u010dia pateikiami bendri jo tikslo bruo\u017eai:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Sutikimas<\/strong>: \u012emon\u0117s u\u017etikrina, kad subjektas dav\u0117 sutikim\u0105 ir pateik\u0117 ai\u0161k\u0173 prane\u0161im\u0105 prie\u0161 renkant, saugant ar perduodant duomenis (<strong>BDAR 6 straipsnis<\/strong>).<\/li>\r\n\r\n\r\n\r\n<li><strong>Dokumentacija<\/strong>: \u012emon\u0117s turi tvarkyti i\u0161sami\u0105 duomen\u0173 naudojimo ir saugojimo dokumentacij\u0105 (<strong>BDAR 30 straipsnis<\/strong>).<\/li>\r\n\r\n\r\n\r\n<li><strong>Duomen\u0173 i\u0161trynimas<\/strong>: Vartotojai turi teis\u0119 pra\u0161yti pa\u0161alinti asmens duomenis, kurie \u0161iuo metu yra kit\u0173 subjekt\u0173 rankose.<\/li>\r\n\r\n\r\n\r\n<li><strong>Duomen\u0173 poky\u010diai<\/strong>: Vartotojai turi teis\u0119 keisti su jais susijusi\u0105 netiksli\u0105 informacij\u0105.<\/li>\r\n\r\n\r\n\r\n<li><strong>Prie\u0161taravimai<\/strong>: Bet koki\u0173 duomen\u0173 subjektas gali prie\u0161tarauti d\u0117l to, kaip min\u0117ti duomenys yra naudojami (<strong>BDAR 28 straipsnis<\/strong>).<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Nors min\u0117tos priemon\u0117s yra susitarimo dalis, \u012fstatyme taip pat numatytos konkre\u010dios apsaugos priemon\u0117s ir vartotoj\u0173 sutikimas d\u0117l duomen\u0173 tvarkymo. Jos apima garantijas, kad \u012fmon\u0117s laikysis:<\/p>\r\n\r\n\r\n\r\n<ol class=\"wp-block-list\">\r\n<li>Asmens duomen\u0173 pseudonim\u0173 suteikimas ir \u0161ifravimas \/ apsauga.<\/li>\r\n\r\n\r\n\r\n<li>Geb\u0117jimas u\u017etikrinti nuolatin\u012f apdorojimo sistem\u0173 ir paslaug\u0173 konfidencialum\u0105, vientisum\u0105, prieinamum\u0105 ir atsparum\u0105.<\/li>\r\n\r\n\r\n\r\n<li>geb\u0117jimas laiku atkurti asmens duomen\u0173 prieinamum\u0105 ir prieig\u0105 prie j\u0173 fizinio ar techninio incidento atveju.<\/li>\r\n\r\n\r\n\r\n<li>Technini\u0173 ir organizacini\u0173 priemoni\u0173, skirt\u0173 duomen\u0173 tvarkymo saugumui u\u017etikrinti, veiksmingumo reguliaraus testavimo, vertinimo ir \u012fvertinimo procesas.<\/li>\r\n<\/ol>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">BDAR ir slapukai<\/h2>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-8764\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/04\/regulation-g639364cbd_1280-700x328.jpg\" alt=\"BDAR slapuk\u0173 politika\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Kita sritis, kurioje BDAR buvo gana pastebimas, yra susijusi su tuo, kaip jis <a href=\"https:\/\/www.cookiebot.com\/en\/gdpr-cookies\/\" target=\"_blank\" rel=\"noreferrer noopener\">dirba su slapukais<\/a>. Kadangi slapukuose pateikiami labai svarb\u016bs identifikaciniai duomenys, BDAR riboja daug \u012fvairi\u0173 slapuk\u0173 duomen\u0173 tip\u0173. Ta\u010diau jis leid\u017eia rinkti esminius slapuk\u0173 duomenis, jei gautas informuoto asmens sutikimas, ir rinkti ne esminius slapuk\u0173 duomenis pagal lankytojo pasirinkim\u0105.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Pirmosios \u0161alies slapukai<strong>\u00a0-<\/strong>\u00a0Kaip matyti i\u0161 pavadinimo, pirmosios \u0161alies slapukus \u012f j\u016bs\u0173 \u012frengin\u012f tiesiogiai \u012fra\u0161o svetain\u0117, kurioje lankot\u0117s.<\/li>\r\n\r\n\r\n\r\n<li>Tre\u010di\u0173j\u0173 \u0161ali\u0173 slapukai - tai slapukai, kuriuos \u012f j\u016bs\u0173 \u012frengin\u012f \u012fra\u0161o ne svetain\u0117, kurioje lankot\u0117s, o tre\u010dioji \u0161alis, pavyzd\u017eiui, reklamuotojas arba analitin\u0117 sistema.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">BDAR ir duomen\u0173 steb\u0117jimas naudojant slapuk\u0173 tipus<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Slapukais renkami \u012fvairi\u0173 tip\u0173 duomenys, o BDAR jiems taikomos skirtingos gair\u0117s:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Grie\u017etai b\u016btini slapukai<\/strong> - Slapukai, kurie yra b\u016btini jums nar\u0161ant svetain\u0117je. Gali suteikti prieig\u0105 prie saugi\u0173 sri\u010di\u0173. Pavyzd\u017eiui, \u0161ie slapukai leid\u017eia interneto parduotuv\u0117ms i\u0161laikyti j\u016bs\u0173 krep\u0161el\u012f, kol nar\u0161ote internete. Paprastai tai yra pirmosios \u0161alies sesijos slapukai. \u0160io tipo slapukams sutikimo nereikalaujama, ta\u010diau svetain\u0117s tur\u0117t\u0173 paai\u0161kinti, k\u0105 jie veikia ir kod\u0117l yra b\u016btini.<\/li>\r\n\r\n\r\n\r\n<li><strong>Nustatym\u0173 slapukai<\/strong> - AKA \"funkcionalumo slapukai\". Jie leid\u017eia svetainei \u012fsiminti j\u016bs\u0173 pasirinkimus, pvz., pasirinkt\u0105 kalb\u0105, konkretaus regiono duomenis or\u0173 prognoz\u0117ms arba j\u016bs\u0173 paskyros duomenis automatiniam prisijungimui.<\/li>\r\n\r\n\r\n\r\n<li><strong>Statistikos slapukai<\/strong> - Taip pat vadinami \"na\u0161umo slapukais\". Juose renkama informacija apie tai, kaip naudojat\u0117s svetaine, \u012fskaitant informacij\u0105 apie tai, kokiose srityse lank\u0117t\u0117s ir kokias nuorodas paspaud\u0117te. Pagal \u0161iuos duomenis negalima nustatyti naudotojo tapatyb\u0117s, tod\u0117l jie yra anoniminiai. Pagrindinis j\u0173 tikslas - pagerinti svetain\u0117s funkcijas.<\/li>\r\n\r\n\r\n\r\n<li><strong>Rinkodaros slapukai<\/strong> - Slapukai, kuriais stebima veikla internete, padedantys reklamuotojams teikti atitinkam\u0105 reklam\u0105 arba sekti skelbim\u0173 paleidimo b\u016bdus ir pageidavimus. Organizacijos arba reklamuotojai juos renka da\u017enai. Tai nuolatiniai slapukai ir beveik visada yra tre\u010diosios \u0161alies.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">\u0116jimas be keptuv\u0117s<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">D\u0117l \u0161i\u0173 taisykli\u0173 taip pat i\u0161populiar\u0117jo slapuk\u0173 nenaudojanti atranka ir slapuk\u0173 nenaudojantis sekimas. Tokios didel\u0117s bendrov\u0117s kaip \"Apple\" nustojo naudoti tre\u010di\u0173j\u0173 \u0161ali\u0173 slapukus. Reklama be sen\u0173j\u0173 informacijos rinkimo form\u0173 atv\u0117r\u0117 naujas galimybes reklamuotojams, ypa\u010d kai kalbama apie informacijos sprag\u0173 u\u017epildym\u0105 naudojant dirbtin\u012f intelekt\u0105.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Yra nema\u017eai b\u016bd\u0173, kaip sekti arba nukreipti be slapuk\u0173. Autentifikuotas nukreipimas leid\u017eia gauti informuot\u0105 sutikim\u0105 naudojant i\u0161\u0161okant\u012f lang\u0105 arba duomen\u0173 rinkimo form\u0105. Tokia praktika gali informuoti naudotojus apie tai, kaip ir kod\u0117l renkami duomenys. Akivaizdu, kad pagal BDAR apie \u017ei\u016brovo GPS naudojim\u0105 negali b\u016bti n\u0117 kalbos.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Anoniminis nukreipimas yra dar viena priemon\u0117, padedanti i\u0161vengti slapuk\u0173 naudojimo. Be to, nustatant ir stebint naudotojus nereikia ai\u0161kaus sutikimo. Ji taiko kontekstin\u012f arba apibendrint\u0105 nukreipim\u0105, kad reklamuotojai gal\u0117t\u0173 anonimi\u0161kai nukreipti konkre\u010dias auditorijas.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">\u012emon\u0117s taip pat renka daug informacijos, kad gal\u0117t\u0173 sutikti su duomen\u0173 gavyba. Ji skiriasi tuo, kad leid\u017eia \u012fmonei naudotis i\u0161 anksto surinkt\u0173 duomen\u0173 saugyklomis dideliais telkiniais (kartais net atviro kodo) ir tada suskirstyti juos \u012f naudingas kategorijas. Nors duomen\u0173 gavybos privatumo klausimai taip pat egzistuoja, \u012fmon\u0117s duomen\u0173 saugyklos arba vie\u0161ai prieinamos duomen\u0173 saugyklos gali puikiai pasitarnauti prognozuojamajai analizei.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Rinkodaros poveikis<\/h2>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-8765\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/04\/computer-g0f12cd9a8_1280-700x431.png\" alt=\"GDPR rinkodaros duomenys\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">BDAR poveikis rinkodarai pasirei\u0161kia daugelyje sri\u010di\u0173. <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/lt\/blog\/vocabulary\/internet\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/internet\" >Internetas<\/a> turinio reguliavimas da\u017enai rei\u0161kia, kad ES ir rinkodarai ES rinkose i\u0161 i\u0161or\u0117s ateityje bus taikomas slapuko nenaudojantis nukreipimas ir sekimas. Did\u017eiausias pokytis turi b\u016bti numanomo sutikimo (automatin\u0117s duomen\u0173 rinkimo leidimo prielaidos) pabaiga.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">I\u0161kylan\u010diosios privatumo internete informavimo priemon\u0117s yra standartin\u0117 veiklos proced\u016bra, o u\u017e j\u0173 ne\u012fdiegim\u0105 \u012fmon\u0117ms gali b\u016bti skiriamos baudos. Daugelyje sri\u010di\u0173 taip pat b\u016btina naudoti BDAR reikalavimus atitinkan\u010dias \u017einutes. Laimei, daugelis svetaini\u0173 generuoja<a href=\"https:\/\/www.privacypolicies.com\/blog\/gdpr-digital-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\"> TOS, privatumo politikos ir slapuk\u0173 politikos prane\u0161imai<\/a> kuriais galima remtis.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Pagal BDAR, \u012estatymas reikalauja, kad sutikimas b\u016bt\u0173\u00a0<strong>granuliuotas, teigiamas<\/strong> ir\u00a0<strong>laisvai duotas<\/strong>. Tai rei\u0161kia, kad registruojant klient\u0105 el. pa\u0161to arba SMS kampanijai reikia kiekvieno asmens sutikimo. Funkciniu po\u017ei\u016briu tam reikia naudoti tam tikr\u0105 sutikimo mechanizm\u0105, pavyzd\u017eiui, \u017eymim\u0105j\u012f langel\u012f arba automatin\u0119 form\u0105.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Tai taip pat rei\u0161kia, kad klientas tur\u0117t\u0173 lengvai at\u0161aukti bet kok\u012f sutikim\u0105. \u012estatymas ver\u010dia \u012fmones \u012f savo formas \u012ftraukti prenumeratos atsisakymo mygtukus ir leid\u017eia klientui reikalauti atlikti i\u0161sam\u0173 informacijos audit\u0105. \u012emon\u0117s gali ir tur\u0117t\u0173 savo kampanijos el. lai\u0161k\u0173 apa\u010dioje \u012fd\u0117ti atsisakymo mygtukus.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Tiesiogin\u0117s rinkodaros gair\u0117s<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">GDPR tiesiogin\u0117s rinkodaros priemon\u0117s turi \u012ftakos SMS, tekstini\u0173 \u017einu\u010di\u0173 ir el. pa\u0161to rinkodaros b\u016bdams. Tiesiogin\u0117 elektronin\u0117 rinkodara \u0161iuo metu reglamentuojama pagal E. privatumo direktyv\u0105, pagal kuri\u0105, prie\u0161 pradedant toki\u0105 veikl\u0105, paprastai reikia gauti sutikim\u0105.<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-8759\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/04\/Screenshot-2022-04-12-at-15.04.38-700x555.png\" alt=\"BDAR nuostatos d\u0117l tiesiogin\u0117s rinkodaros\" width=\"767\" height=\"608\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<h2 class=\"wp-block-heading\">GDPR B2B rinkodara<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Taip pat galima paklausti: kaip BDAR veikia B2B pardavimus ar reklam\u0105?<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">\u012emon\u0117s veikia kaip juridiniai asmenys (i\u0161skyrus individualias \u012fmones). Pagal BDAR jos priskiriamos\u00a0<strong>\"\u012fmoni\u0173 prenumeratoriai\"<\/strong>. Tod\u0117l B2B tiesiogin\u0117s rinkodaros prane\u0161imai skiriasi nuo B2C tuo, kad siun\u010diant juos \u012fmoni\u0173 el. pa\u0161to adresais nereikia i\u0161ankstinio sutikimo. Ta\u010diau siunt\u0117jai turi prisistatyti ir pateikti kontaktinius duomenis.<strong>.<\/strong>\u00a0BDAR taikomas renkant bet kokius asmens duomenis \u012fmon\u0117je.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Su tam tikromis i\u0161imtimis, tos pa\u010dios taisykl\u0117s taikomos nepriklausomai nuo to, ar asmuo yra fizinis asmuo, ar asmuo, veikiantis kaip profesionalas. A <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/lt\/blog\/vocabulary\/business\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/business\" >verslas<\/a> kontaktai arba informacija, kurioje yra asmens vardas ir pavard\u0117 byloje arba jo el. pa\u0161to adresas (<em><a href=\"mailto:first.last@company.com\">vardas.pavard\u0117 name@company.com<\/a><\/em>), priklausyt\u0173 fiziniam asmeniui, o ne \u012fmon\u0117s abonento informacijai.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Tikim\u0117s, kad \u0161iame pagrindiniame vadove i\u0161ai\u0161kintos kai kurios da\u017eniausiai pasitaikan\u010dios klaidingos nuomon\u0117s apie BDAR ir pateikta naudingos informacijos.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><em>Jei ie\u0161kote rinkodaros partnerio Europai, \"Promoguy\" gali teikti \u012fvairias paslaugas. <a href=\"https:\/\/promoguy.nl\/lt\/blog\/kategorija\/case-study\/\" target=\"_blank\" rel=\"noreferrer noopener\">Turime daug patirties<\/a> regione.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Enacted in 2016, the General Data Protection Regulation (GDPR) is one of the widest-ranging regulations on the planet. As of its establishment, the state of data protection within (and without) Europe has changed drastically. For example, companies spent USD 9 billion in preparation for the law and have since hired 500,000 data protection officers. The [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":12902,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[20,13,14],"tags":[289,288,244,287],"wl_entity_type":[47,54],"class_list":["post-8720","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cyber-security","category-online-marketing-en","category-trends","tag-cookieless","tag-data-tracking","tag-gdpr","tag-regulation","wl_entity_type-article","wl_entity_type-faq-page"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>GDPR: How European Regulations Affect Marketing - Promoguy Digital Marketing Agency<\/title>\n<meta name=\"description\" content=\"The GDPR regulation has a significant impact on all digital information in the EU. In this article, we examine how it affects marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/promoguy.nl\/lt\/blog\/2022\/04\/15\/gdpr-how-european-regulations-affect-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"lt_LT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"GDPR: How European Regulations Affect Marketing\" \/>\n<meta property=\"og:description\" content=\"The GDPR regulation has a significant impact on all digital information in the EU. 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