Data Protection in Georgia

Electronic marketing in Georgia

The Data Protection Law defines direct marketing as the direct and immediate delivery of information to a data subject by telephone, mail, email or other electronic means to generate and maintain interest in, sell and / or support a natural and / or legal person, product, idea, service, work and / or initiative, as well as image and social issues.

Furthermore, the Law stipulates that irrespective of the ground for collecting / obtaining data and their accessibility, data may only be processed for direct marketing purposes with the consent of the data subject.

Also, in addition to the name, surname, address, telephone number and e-mail address of the data subject, other data shall be processed for direct marketing purposes with the written consent of the data subject.

Prior to obtaining the data subject’s consent and when carrying out direct marketing, the controller / processor shall inform the data subject, in clear, simple and understandable language, of his / her right to withdraw his / her consent at any time and of the mechanism / procedure for exercising this right.

The controller / processor shall be obliged to terminate the processing of data for direct marketing purposes within a reasonable period after receiving an appropriate request from the data subject, but no later than 7 working days. To ensure that this obligation is met, the controller / processor shall have an obligation to provide information on the withdrawal of consent by the data subject.

The controller / processor shall ensure that the data subject has the possibility to request that the processing of data for direct marketing purposes be terminated in the same form in which the direct marketing is carried out, or to determine other available and adequate means to request the termination of the processing. The means referred herein to request the termination of data processing for direct marketing purposes shall be simple. In addition, the data subject shall be provided with a clear and easily understandable instruction on the use of the means. No fee or other restriction shall be imposed on the data subject for exercising the right to withdraw consent.

In the case of direct marketing, the burden of proof for the existence of the data subject’s consent, the simplicity of the means of objection, and the ease of understanding, accessibility and adequacy of instructions on the use thereof shall lie with the controller and / or processor. The controller / processor shall record and keep the date and fact of the data subject’s consent to the processing of data concerning him / her and the withdrawal of such consent for the duration of the direct marketing and for 1 year after the direct marketing has been discontinued.

Also, E-Commerce Law of Georgia stipulates that unwanted commercial communication (whereas commercial communication is defined as “the offering or communication of goods and / or services via electronic means, which directly or indirectly promotes the goods, services, and / or the reputation of a natural or legal person”) shall be subjected to the provision regulating direct marketing within the Data Protection Law.

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