Firms that are creating innovative new apps or websites to personalise the customer experience need to work closely with the legal team to ensure they are not straying from the data protection act, an expert at law firm Kemp Little warned yesterday.
A communication gap between marketing or IT and the legal team meant that a firm's privacy terms may not support what information software is collecting, Fulford added.
Google may be an "extreme case" according to Fulford, but as businesses learn more about their customers and begin to open public APIs, the development team will need to work closer with the legal team to ensure that it is on the right side of the law after every release.
Firms are waiting on the refresh of the data protection laws that have been promised by EU commisioners for the end of this year. However, a recent survey found that the responsibility of translating regulations into business terms will be left to IT professionals.
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