Chile: Proyecto De Le De Marketing Directo

Last Updated: 20 February 2017
Article by Paulina Silva

Este busca que las empresas provean un contrato donde los consumidores permltan la recepci6n de  publicidad directa; Se prohiba la entrega de datos personales a terceros y que los banners de  paginas web, Apps o emails, ademas de ser autorizados por el consumidor, contengan toda la  informaci6n que exige el proyecto de ley.

De aprobarse este proyecto, SERNAC serfa el uni.co organismo encargado de proteger  los datos de  consumidores y el incumplimiento de estas obligaciones podrfa sancionarse con multas de hasta SO  UTM.

Hablarnos con Paulina Silva, Directora del Grupo de Propiedad Intelectual y Tecnologfas de la  lnformaci6n de Carey y Abogados y responsable de las asesorias relaciona.d a s con derechos de  propiedad intelectual y nuevas  tecnologfas.

Este proyecto determina que el incumplimiento de las obligaciones empresariales respecto al envfo  de publicidad invasiva puede sancionarse. l C6mo se fiscalizara para verificar el cumplimiento de  la ley? l Que incentivo tiene alguien para denunciar un envio de publicidad invasiva?

El proyecto de ley de "Marketing Directo" es una modificaci6n a la ley de protecci6n de datos y a  la de protecci6n al consumidor en las normas que regulan las comunicaciones prornocionales  o   publicitarias. La sanci6n por el incumplimiento de las nuevas obligaciones asociadas a estas  comunicaciones es general o residual de la ley de protecci6n al consumidor, que es de hasta so lJTM pudiendo aumentar a 300, si se aprueban   en  el  Senado  las   modificaciones  al proyecto

de ley de Fortalecimiento del SERNAC  (Bole tfn  9 3 6 9 - 03) que introduce cambios sustanciales a la Ley de Protecci6n al Consumidor. Sin embargo, el ambito  de acci6n de un potencial fiscalizador aumenta, al igual que la cantidad y  complejidad  de  las   obligaciones  de las empresas en relaci6n con sus actividades de comunicaci6n  promocional  o  publicitaria. El incentivo para demandar la infracci6n de estas obligaciones es el de sancionar a una empresa  incumplidora, a la  que  se  le  pueden  aplicar  multas (a beneficio fiscal) via SERNAC. Tambien  puede demandar indemnizaci6n por perjuicios materiales y morales que le haya significado la  infracci6n concreta, los que deben  acreditarse.

Paulina explic6 que la lista de exclusion es la forma de ejercer el "opt out", donde el consumidor  elige no recibir mas comunicaciones comerciales e incluye su email y/o telefono: "La ley actual  establece una lista al pedir a los proveedores que se facilite  al cliente una direcci6n valida o  una forma expedita para solicitar la suspension de los envfos. El proyecto de ley de Marketing  Directo al cambiar la estructura de la autorizaci6n con el "opt-in", establece esas listas como la  facultad de revocar la autorizaci6n otorgada inicialmente y obliga a las  proveedores  a  "contar  con mecanismos o procedimientos electr6nicos para recibir las solicitudes de revocaci6n". Las  listas deben informarse al SERNAC para su seguimiento y control.

The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.

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