Man\u00adge net\u00adbu\u00adtik\u00adker sen\u00adder auto\u00adma\u00adtisk e\u2011mails, n\u00e5r en kun\u00adde har lagt varer i indk\u00f8bskur\u00adven, men ikke har gen\u00adnem\u00adf\u00f8rt k\u00f8bet. Det, som for\u00adhand\u00adle\u00adre ofte bete\u00adg\u00adner som en nyt\u00adtig ser\u00advice, er if\u00f8l\u00adge den regio\u00adna\u00adle kom\u00admis\u00ads\u00e6r for data\u00adbes\u00adkyt\u00adtel\u00adse og infor\u00adma\u00adti\u00adons\u00adfri\u00adhed i Nord\u00adrhein-West\u00adfa\u00adlen (LDI NRW) i de fles\u00adte til\u00adf\u00e6l\u00adde ulo\u00adv\u00adlig reklame.<\/p>\n
Anled\u00adnin\u00adgen var en kla\u00adge fra en kun\u00adde, der efter en afbrudt bestil\u00adlings\u00adpro\u00adces mod\u00adtog hele tre s\u00e5dan\u00adne p\u00e5min\u00addel\u00adses-e-mails fra en online\u00adfor\u00adhand\u00adler. For\u00adhand\u00adle\u00adren betrag\u00adte\u00adde det ikke som rekla\u00adme, men som en form for ser\u00advice\u00adkom\u00admu\u00adni\u00adka\u00adti\u00adon i kun\u00addens inter\u00ades\u00adse. Data\u00adtil\u00adsyn\u00adet s\u00e5 helt ander\u00adle\u00addes p\u00e5 sagen og har udf\u00f8r\u00adligt begrun\u00addet sin vur\u00adde\u00adring i den 31. \u00e5rs\u00adrap\u00adport for \u00e5ret 2025.<\/p>\n
Den, der for\u00adla\u00adder en web\u00adshop uden at k\u00f8be noget, viser der\u00admed klart, at ved\u00adkom\u00admen\u00adde ikke \u00f8ns\u00adker at indg\u00e5 en afta\u00adle. Den gene\u00adrel\u00adle for\u00adord\u00adning om data\u00adbes\u00adkyt\u00adtel\u00adse (GDPR) til\u00adla\u00adder gans\u00adke vist under vis\u00adse forud\u00ads\u00e6t\u00adnin\u00adger data\u00adbe\u00adhand\u00adling i for\u00adbin\u00addel\u00adse med for\u00adan\u00adstalt\u00adnin\u00adger forud for indg\u00e5el\u00adse af en afta\u00adle. Det\u00adte rets\u00adgrund\u00adlag bort\u00adfal\u00adder imid\u00adlert\u00adid, s\u00e5 snart kun\u00adden for\u00adla\u00adder web\u00adshop\u00adpen uden at afgi\u00adve en bestil\u00adling. Det forud\u00adg\u00e5en\u00adde aftal\u00ade\u00adfor\u00adhold er der\u00admed afsluttet.<\/p>\n
LDI NRW klas\u00adsi\u00adfi\u00adce\u00adrer e\u2011mails vedr\u00f8\u00adren\u00adde afbrud\u00adte k\u00f8b enty\u00addigt som direk\u00adte mark\u00adeds\u00adf\u00f8ring. If\u00f8l\u00adge defi\u00adni\u00adtio\u00adnen i et EU-direk\u00adtiv g\u00e6l\u00adder det\u00adte for enhver udta\u00adlel\u00adse, der har til for\u00adm\u00e5l at frem\u00adme sal\u00adget af varer eller tje\u00adnes\u00adtey\u00addel\u00adser. P\u00e5min\u00addel\u00adses\u00admails har netop det\u00adte for\u00adm\u00e5l: De tager udgangs\u00adpunkt i en obser\u00adver\u00adet k\u00f8bs\u00adad\u00adf\u00e6rd og skal f\u00e5 kun\u00adden til alli\u00adge\u00advel at gen\u00adnem\u00adf\u00f8\u00adre k\u00f8bet. Det er klas\u00adsisk retargeting.<\/p>\n
I hen\u00adhold til loven om illoy\u00adal kon\u00adkur\u00adrence (UWG) er e\u2011mail-rekla\u00adme som udgangs\u00adpunkt kun til\u00adladt med mod\u00adta\u00adger\u00adens udtrykke\u00adli\u00adge sam\u00adtykke. Et s\u00e5dant sam\u00adtykke kan f.eks. indhen\u00adtes via et afkryds\u00adnings\u00adfelt, der aktivt skal klik\u00adkes p\u00e5, og en s\u00e5kaldt dou\u00adble-opt-in-pro\u00adce\u00addu\u00adre, sva\u00adren\u00adde til til\u00admel\u00addin\u00adgen til et nyhedsbrev.<\/p>\n
UWG inde\u00adhol\u00adder dog en und\u00adta\u00adgel\u00adse for eksis\u00adter\u00aden\u00adde kun\u00adder. Hvis man aller\u00ade\u00adde har k\u00f8bt noget hos en for\u00adhand\u00adler, kan man under vis\u00adse beting\u00adel\u00adser bli\u00adve kon\u00adtak\u00adtet via e\u2011mail, selv uden et nyt sam\u00adtykke. Til det\u00adte skal fire beting\u00adel\u00adser v\u00e6re opf\u00adyldt samtidigt:<\/p>\n
Hvis dis\u00adse beting\u00adel\u00adser er opf\u00adyldt, kan for\u00adhand\u00adle\u00adren base\u00adre p\u00e5min\u00addel\u00adses-e-mai\u00adlen p\u00e5 den s\u00e5kald\u00adte beret\u00adti\u00adge\u00adde inter\u00ades\u00adse i hen\u00adhold til GDPR.<\/p>\n
Online\u00adhand\u00adlen\u00adde, der anven\u00adder p\u00e5min\u00addel\u00adser om indk\u00f8bskur\u00adven, b\u00f8r n\u00f8je gen\u00adnem\u00adg\u00e5 deres praks\u00adis. Uden kun\u00adder\u00adnes udtrykke\u00adli\u00adge sam\u00adtykke eller de oven\u00adn\u00e6vn\u00adte beting\u00adel\u00adser for eksis\u00adter\u00aden\u00adde kun\u00adder risi\u00adke\u00adrer de b\u00f8der og advars\u00adler. Hvis man ikke \u00f8ns\u00adker at und\u00adv\u00e6\u00adre den\u00adne mark\u00adeds\u00adf\u00f8rings\u00adstra\u00adte\u00adgi, b\u00f8r man til\u00adpas\u00adse sin til\u00admel\u00addingspro\u00adces i over\u00adens\u00adstem\u00admel\u00adse her\u00admed og udfor\u00adme den p\u00e5 en juri\u00addisk sik\u00adker m\u00e5de. Det anbe\u00adfa\u00adles at s\u00f8ge indi\u00advi\u00addu\u00adel juri\u00addisk r\u00e5d\u00adgiv\u00adning, da kra\u00adve\u00adne kan varie\u00adre fra sag til sag.<\/p>\n