The loyalty program compliance together with the General Data Protection Regulation in the Baltic States
Riga Graduate School of Law
Irbe, Madara Māra
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Nowadays life is not imaginable without loyalty programs. Almost every good or service provider has introduced to loyalty programs that are widely used. Loyalty programs are a marketing strategy to encourage the customer to continue their association with a product or service, the customer registers their information with a company, these programs can give a customer special prices, rewards, possibility to purchase new products which are made just for loyalty program users and lot more. In the year 2018 came into force new Regulation in Europe. Regulation (EU) 2016/679 on the protection of personal data and the free movement of such data by repealing the Directive 95/46/EC (General Data Protection Regulation. Based on new Regulation many companies are dealing with issues which are arisen with the new framework. In this Thesis work, there will be examination whether or not the loyalty programs that are part of our everyday comply with the General Data Protection Regulation in the Baltic States.