Differences in legislation of data privacy protection in internet marketing in USA, EU and Serbia

Abstract

There is a growing number of companies that are, in its operations and dealings with consumers, turning to the Internet and using huge opportunities that it provides. Therefore, Internet marketing is now experiencing extreme expansion and it is considered to be the marketing segment that is vulnerable to intensive and continuous change. Along with the positive effects brought to both businesses and consumers, there are some negatives associated with this form of marketing, and one of them is the insufficient protection of privacy. The fact is that we must raise the level of data protection, and improve its quality. Intense changes have to be taken on the normative level, because there are still plenty of reasons for the dissatisfaction of consumers when it comes to protecting their privacy. Thus, the legislation must play a key role in building consumer confidence as well as in the establishment of a positive relationship with marketers. The aim of this paper is to show the importance of the construction of such levels of private data protection which will establish longterm partnerships between consumers, marketers and other participants in the market, since only the aforementioned relations can bring prosperity to all parties. The paper will make a comparative analysis of the legislative framework in this field in the United States, the European Union and Serbia, as well as stress still present significant backlog of Serbia in relation to the aforementioned developed countries.

Keywords

• internet marketing
• consumer protection
• privacy protection
• legislation