PCPD News Issue 29

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PCPD News 私隱專員公署通訊 • Issue no. 29
PCPD in Action
公署動態
Case in Brief
個案摘要
Mark Your Diary
活動日誌
Resources Updates
資源快訊
Statistics
統計
Glossary
詞彙
Technology Updates
科技新知
一間教育機構查詢，透過電郵網絡向
其學生及職員發出課程資料，是否構
成條例所指的「直接促銷」。如果是的
話，可否視之為「一般的通訊」而免受
條例第VIA部的直接促銷規管機制所
規管。
公署回覆
條例把直接促銷定義為，用「直接促銷
方法」提供或宣傳推廣貨品、設施或服
務，而「直接促銷方法」包括以電子郵件
方式向特定的具名人士寄出資訊或貨品。
若該教育機構寄出的電郵涉及該機構提
供的新課程，便屬於直接促銷活動，該
機構須遵從條例中有關規管為直接促銷
用途而使用個人資料和提供該資料予他
人作直銷用途的規定。
機構須在使用學生和職員的個人資料進
行促銷前，先取得他們的同意。在首次
使用他們的個人資料作直接促銷時，須
告知當事人機構會應要求停止把有關個
人資料用於直接促銷，而且不收費用。
如機構的學生╱職員提出拒絕直接促銷
的要求，機構必須依從。
條例並沒有就資料當事人和資料使用者
之間的「一般通訊」提供豁免。惟有關告
知當事人擬使用其個人資料的目的和取
得當事人同意的規定，不適用於一些在
條文生效前（即2013年4月1 日）已由該
資料使用者控制，並符合以下條件的個
人資料。
• 資料當事人已獲資料使用者以易
於理解及閱讀（如以書面方式告
知）的方式明確告知，其個人資
料被用作或將會被用作促銷某類
別的產品╱服務；
• 資料使用者曾經使用當事人的個
人資料進行上述的促銷活動；
• 當事人不曾要求資料使用者停止
使用其任何個人資料；及
• 資料使用者使用該等個人資料
時，沒有違反當時的條例規定。
了解更多：請參閱《直接促銷新指引》
www. pcpd . org . hk / ch i nese / f i l es /
publications/GN_DM_c.pdf
An educational institution enquired about
whether sending course information to
its students and staff members by email
would constitute “direct marketing”
under the Ordinance, and if so, whether
i t cou l d be r ega r ded a s “gene r a l
commun i ca t i on s ” , t he r eby be i ng
exempted from the requirements under
the direct marketing regime (Part VIA) of
the Ordinance.
PCPD Reply
Direct marketing, as defined in the
Or d i n a n c e , i n c l ud e s o f f e r i n g o r
advertising the availability of goods,
facilities or services through direct
means, including sending information or
goods addressed to individual by name
through email.
If the email content offers new courses
organised by the institution, it would
constitute direct marketing and the
institution would need to observe the
requirements which regulate the use
of personal data for its use in direct
marketing and the transfer of such data
to third parties for their use in direct
marketing.
The institution should obtain the
con s en t o f i t s s t uden t s and s t a f f
members before using their personal
data in direct marketing. When using
their personal data in direct marketing
for the first time, the institution needs
to inform them that it will, without
charge, cease to use their data in direct
marketing if they do no wish to receive
it. The institution should comply
with any opt-out requests made by its
students and staff members.
以電郵寄出課程資訊，是否受條例的直接促銷規管機制管限?
Does Sending Course Information via Email Fall under the Direct Marketing
Regulatory Regime under the Ordinance?
• t h e d a t a s u b j e c t h a d b e e n
explicitly informed by the data
user, in a manner which was
understandable and readable (if
in writing), of the intended use of
the data subject’s personal data in
direct marketing in relation to the
class of products or services;
• the data user had used the data
of the data subject for the above
mentioned activities;
• the data subject had not required
the data user to stop using any of
the data; and
• the data user had not, in relation
to such use, contravened any
provision of the Ordinance in
force at the time of such use.
The Ordinance does not contain any
exemption in relation to “general
communications” between a data
user and a data subject. However, the
requirements for notification of use and
consent do not apply for personal data
used by the data user before the effective
date of these new legal requirements (i.e.
1 April 2013) if–
Learn more: Read New Guidance on
Direct Marketing
english/publications/files/GN_DM_
e.pdf).