A MARKETING VIEW OVER THE ROLE OF THE PUBLIC AUTHORITIES IN THE PROTECTION OF THE CONSUMERS PRIVATE SPACE

The concept of privacy, seen in connection with the consumer's private space, and defined in terms of the rights the consumer have to disclose or not, respectively to have protected their personal data has gained an increasing importance, as a result of the organizations extended and more and more aggressive attempts, within their marketing efforts, to capture, process and use the consumers personal data. Privacy protection has become an important but, in the same time, extremely sensitive and challenging topic to be taken into consideration by all the stakeholders involved in the processing and employment of the consumers personal data. A key role in this respect is played by the public authorities acting as data controllers the Data Protection Authorities, that have to adopt a more proactive and efficient attitude in adopting and implementing policies and processes aiming to ensure a more effective protection of the personal data and private space, conduct privacy impact assessments and continuously improve the specific activities. Paper presents the opinions of the consumers through the results of an exploratory study regarding the importance given to the protection of the personal data, the area of protection of the specific laws, the need for laws regulating the personal data protection, the balance between the public and private entities in providing a proper protection of the personal data, and the relationship between the domestic, European, and international levels in ensuring the protection of the consumers personal data. Results regarding the role of the public authorities in the protection of the consumers personal data and private space in terms of the most appropriate institution to act as a data controller, the rights consumers consider important in relationship with the protection of their personal data and the risks faced in the context of a less effective protection are also presented.