ABSTRACT
This chapter introduces the use of the internet and micro sites has led to an exponential increase in the volume of data being processed by businesses and websites. The chapter considers how the Act impacts upon their use of social media as part of their marketing activities and customer engagement. The Data Protection Act 1998 (DPA 1998), which presently governs the regulation of data in the UK, can be a difficult piece of legislation to negotiate as a business or individual, but data protection is simple in concept and does not need to be complicated or difficult in practice. The Organization for Economic Co-operation and Development (OECD) adopted guidelines on the Protection of Privacy and Trans-border Flows of Personal Data. The 1984 Act contained the provisions of the Younger Report as reflected in the Council of Europe Convention. The DPA 1998 is based on a number of key definitions that can be found in the Glossary annexed to the Act.
