Varstvo podatkov in pravice potrošnikov v digitalnem marketingu

Založnik, Mirjana

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Title:	Varstvo podatkov in pravice potrošnikov v digitalnem marketingu
Authors:	ID Založnik, Mirjana (Author) ID Primec, Andreja (Mentor) More about this mentor...
Files:	MAG_Zaloznik_Mirjana_2025.pdf (1,24 MB) MD5: 5271ADD123527685DF6518108933F64E
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Magistrska naloga raziskuje varstvo osebnih podatkov in pravice potrošnikov v kontekstu digitalnega trženja, področja, kjer hitra rast spletnih storitev in obdelava osebnih podatkov postavljata zasebnost v ospredje razprav. V teoretičnem delu smo analizirali ključne evropske zakonodajne akte – Splošno uredbo o varstvu podatkov (GDPR), Zakon o digitalnih storitvah (DSA), Zakon o digitalnih trgih (DMA), Zakon o upravljanju podatkov (DGA) in Zakon o podatkih (Data Act), ki skupaj predstavljajo temelje za pregledno, odgovorno in pošteno obravnavo osebnih podatkov v digitalnem okolju. Empirični del temelji na anketi med 108 potrošniki in se osredotoča na njihovo ozaveščenost o pravicah, izkušnje s kršitvami ter odnos do obdelave osebnih podatkov. Rezultati kažejo, da potrošniki poznajo predvsem osnovne vidike GDPR, medtem ko novejši akti in celoten nabor pravic ostajajo večini neznani. Zakonodajo pogosto zaznavajo kot zapleteno, kar zmanjšuje njihovo pripravljenost na ukrepanje ob kršitvah. Večina se ob zaznanih nepravilnostih ne odloči za formalno pravno varstvo, saj jim primanjkuje jasnih informacij, zaupanja v učinkovitost sistema ali občutijo, da situacija ni dovolj resna. Kljub temu raziskava potrjuje, da zasebnost ni zgolj formalno zapisana v zakonodaji, temveč jo potrošniki razumejo kot ključen element zaupanja v digitalno okolje. Pogosto se odločijo, da določenih storitev ne bodo uporabljali, kadar menijo, da podjetja preveč posegajo v njihove osebne podatke. To nakazuje, da so potrošniki zasebnost pripravljeni braniti tudi z lastnimi odločitvami, čeprav redko ukrepajo po formalnih pravnih poteh. Naloga tako pokaže, da je evropski zakonodajni okvir sicer obsežen in napreden, a njegova učinkovitost v praksi ostaja omejena zaradi nizke ravni ozaveščenosti, nepreglednosti pravil in pomanjkanja enostavnih mehanizmov za uveljavljanje pravic. Potrošniki ob tem jasno izražajo pričakovanja po večji preglednosti, strožjem izvrševanju zakonodaje ter širšem ozaveščanju in izobraževanju. Magistrsko delo zato poudarja potrebo po celovitem pristopu, ki združuje pravne, regulatorne in izobraževalne ukrepe ter zagotavlja ravnovesje med razvojem digitalnega marketinga in zaščito temeljnih pravic posameznika.
Keywords:	digitalni marketing, pravice, podatki, GDPR, DSA, DMA, DGA, Data Act.
Place of publishing:	Maribor
Publisher:	M. Založnik]
Year of publishing:	2025
PID:	20.500.12556/DKUM-95097
UDC:	339.13:004
COBISS.SI-ID:	255749379
Publication date in DKUM:	04.11.2025
Views:	184
Downloads:	41
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	04.09.2025

Secondary language

Language:	English
Title:	Data protection and consumer rights in digital marketing
Abstract:	The master's thesis explores the protection of personal data and consumer rights in the context of digital marketing, an area where the rapid growth of online services and the processing of personal data has brought privacy to the forefront of discussions. In the theoretical part, we have analyzed key European legislative acts – the General Data Protection Regulation (GDPR), the Digital Services Act (DSA), the Digital Markets Act (DMA), the Data Governance Act (DGA) and the Data Act, which together constitute the foundations for the transparent, accountable and fair treatment of personal data in the digital environment. The empirical part is based on a survey of 108 consumers and focuses on their awareness of rights, experiences with breaches and attitudes towards the processing of personal data. The results show that consumers are mainly aware of the basic aspects of the GDPR, while the newer acts and the full range of rights remain unknown to most. They often perceive the legislation as complicated, which reduces their willingness to act in the event of breaches. Most do not opt for formal legal protection when irregularities are detected, as they lack clear information, trust in the effectiveness of the system or feel that the situation is not serious enough. Nevertheless, the research confirms that privacy is not only formally enshrined in legislation, but consumers understand it as a key element of trust in the digital environment. They often decide not to use certain services when they believe that companies are interfering too much with their personal data. This indicates that consumers are also willing to defend privacy through their own decisions, although they rarely use formal legal channels. The task thus shows that the European legislative framework is extensive and advanced, but its effectiveness in practice remains limited due to the low level of awareness, the lack of transparency of the rules and the lack of simple mechanisms for exercising rights. At the same time, consumers clearly express expectations for greater transparency, stricter enforcement of legislation and broader awareness and education. The master's thesis therefore measures the need for a comprehensive approach that combines legal, regulatory and educational measures and ensures a balance between the development of digital marketing and the protection of the fundamental rights of the individual.
Keywords:	digital marketing, rights, data, GDPR, DSA, DMA, DGA, Data Act.

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