Jump to content
Personality Merchandising and the GDPR: An Insoluble Conflict? / Part IV Solutions to settle the inconsistencies
Personality Merchandising and the GDPR: An Insoluble Conflict? / Part IV Solutions to settle the inconsistencies
Contents
Chapter
Expand
|
Collapse
Page
1–20
Titelei/Inhaltsverzeichnis
1–20
Details
21–27
Introduction
21–27
Details
1. The research questions
Details
2. Limiting the subject of the research and the terminology
Details
3. The current state of research regarding the regulation of the GDPR in merchandising
Details
4. Methodology and structure of the dissertation
Details
28–70
Part I Substantive legal protection for merchandising in Germany
28–70
Details
1. Introduction
Details
2. Merchandising under tort law
Details
2.1 The law against unauthorized merchandising
Details
2.1.1 The right to one’s image in German law
Details
2.1.2 The case law of unauthorized merchandising
Details
2.1.3 Cases at the margins
Details
2.2 Remedies for tortious unauthorized merchandising
Details
2.2.1 Monetary remedies
Details
2.2.2 Non-monetary remedies
Details
2.3 The judgment in the clickbait case
Details
2.4 Preliminary summary
Details
3. Merchandising in contract practice
Details
3.1 Consent in merchandising agreements
Details
3.1.1 The legal nature of consent
Details
(1) Consent as a legal act and the ladder of permissions
Details
(2) The revocability of consent for merchandising
Details
3.1.2 The construction of consent in merchandising agreements
Details
3.2 Merchandising agreements
Details
3.2.1 Types of merchandising agreements
Details
3.2.2 Typical contractual rights for the person depicted in merchandising agreements
Details
(1) The right to access information and accounting
Details
(2) The right for reservation for approval
Details
(3) An extraordinary opt-out right
Details
(4) Disposable contractual rights
Details
3.3 Preliminary summary
Details
4. Conclusions
Details
71–170
Part II Merchandising under the GDPR
71–170
Details
1. Introduction
Details
2. The applicability of the GDPR in merchandising
Details
2.1 A brief introduction to the GDPR
Details
2.2 The material and territorial scope of the GDPR
Details
2.3 Questions regarding the applicability of the GDPR in merchandising
Details
2.3.1 Exceptions for the territorial applicability
Details
2.3.2 The leeway for national laws offered by Art. 85 GDPR
Details
2.4 Conclusions
Details
3. Unauthorized merchandising under the GDPR
Details
3.1 The unlawfulness of unauthorized merchandising cases under the GDPR
Details
3.1.1 Applying Art. 6 (1) (f) GDPR in unauthorized merchandising cases
Details
(1) The principle of accountability regarding the “test grid” of Art. 6 (1) (f) GDPR
Details
(2) The necessity between data processing and the pursuit of the interests
Details
(3) The interfered interests of data subjects
Details
(4) The balancing of conflicting interests
Details
3.1.2 Case analysis of Art. 6 (1) (f) GDPR
Details
(1) Evaluation of the German decisions
Details
i. Lack of legal basis
Details
ii. Some main requirements in the GDPR omitted
Details
iii. Inaccurate understanding of the terminology in the GDPR
Details
(2) To apply Art. 6 (1) (f) GDPR rightfully
Details
3.2 Civil damages under the GDPR
Details
3.2.1 Art. 82 GDPR as the legal basis
Details
(1) Statutory conditions and contested application in Germany
Details
(2) Evaluation
Details
3.2.2 Remedies for data subjects in unauthorized merchandising cases
Details
(1) Infringements of Art. 6 (1) (f) GDPR
Details
(2) Infringements of the principles of data processing?
Details
(3) Infringements of the data subject’s rights
Details
i. The right to information
Details
ii. The right to object
Details
iii. The right to erasure (to be forgotten)
Details
iv. Other rights?
Details
3.3 Preliminary conclusions
Details
4. Authorized merchandising under the GDPR
Details
4.1 The applicability of Art. 9 GDPR in merchandising cases?
Details
4.1.1 Specific protection for sensitive data
Details
(1) The statutory requirements in Art. 9 GDPR
Details
(2) the academic controversy over the criteria
Details
(3) Evaluation
Details
4.1.2 Conclusions
Details
4.2 Consent as the lawful ground for data processing under the GDPR
Details
4.2.1 The collision of norms (Normenkollision) between the GDPR and the KUG
Details
4.2.2 Consent as the lawful ground in merchandising
Details
(1) Conditions for the validity of consent and the consequence of omissions
Details
(2) Applying Art. 6 (1) (a) GDPR in authorized merchandising cases
Details
i. Merchandising contracts no longer binding
Details
ii. Agency-merchandising contracts at issue
Details
iii. Rigorous conditions for validity of consent
Details
iv. The voluntariness of consent given by young models?
Details
4.2.3 Conclusions
Details
4.3 Contracts as the lawful ground?
Details
4.3.1 Contracts as the lawful ground in merchandising
Details
(1) The ambit of Art. 6 (1) (b) GDPR
Details
(2) Art. 6 (1) (b) GDPR inapplicable to authorized merchandising
Details
4.3.2 Any other possibilities to conquer the revocability of consent?
Details
(1) Cumulation of lawful grounds
Details
(2) Any other alternatives?
Details
4.4 Preliminary conclusions
Details
4.5 Data subject’s rights in merchandising
Details
4.5.1 Mandatory rights under the GDPR
Details
4.5.2 The execution of the data subject’s rights
Details
(1) The right to information and its associated rights (Art. 12-15)
Details
(2) The right to rectification (Art. 16)
Details
(3) The right to erasure (Art. 17)
Details
(4) The right to portability (Art. 20)
Details
4.5.3 Preliminary conclusions
Details
5. Conclusions
Details
171–205
Part III The comparison between the German legal regime and the GDPR regarding merchandising
171–205
Details
1. Introduction
Details
2. The GDPR’s regulation in merchandising in contrast with the German legal regime
Details
2.1 Problems arising from the application of the GDPR in unauthorized merchandising
Details
2.1.1 Overprotection for data subjects?
Details
(1) More moral damages under the GDPR?
Details
(2) Overpowering data subject’s rights?
Details
2.1.2 Under-protection for professional models and celebrities
Details
(1) Lack of non-monetary remedies in the GDPR?
Details
(2) Incomparable material damages under the GDPR to German law
Details
(3) The long-term consequences of the reticence
Details
2.1.3 Interim summary
Details
2.2 Prominent challenges to merchandising contracts in contrast with German law
Details
2.2.1 From pacta sunt servanda to the anytime revocability
Details
2.2.2 Stricter conditions for valid consent under the GDPR
Details
2.2.3 The excessive burden for merchandisers imposed by the data subject’s rights
Details
2.2.4 Interim conclusion
Details
2.3 Inappropriate application of the GDPR in merchandising
Details
3. Possible explanations for the incompatibility
Details
3.1 Possible reasons for the high-level data protection of the GDPR
Details
3.1.1 The approach of one size fits for all
Details
3.1.2 Reasons for the reticence towards the commercial value of personal data
Details
3.1.3 Protective provisions stemming from the data-paternalism
Details
3.2 Unreasonable direct application of the GDPR in merchandising
Details
3.2.1 Merchandising is forgotten by the GDPR
Details
3.2.2 Unsuitable explanations for merchandising
Details
4. Conclusions
Details
206–258
Part IV Solutions to settle the inconsistencies
206–258
Details
1. Direct application of the KUG in merchandising cases based on Art. 85 (1) GDPR
Details
1.1 Art. 85 (1) GDPR as a stand-alone opening clause
Details
1.2 Counterarguments for the independent nature of Art. 85 (1) GDPR
Details
1.3 Evaluation
Details
2. Art. 6 (1) (f) GDPR as an additional lawful ground for authorized merchandising
Details
2.1 The significance of this proposal
Details
2.1.1 The application of Art. 6 (1) (f) GDPR in a contractual relationship
Details
2.1.2 Conducive for the bindingness of a merchandising relationship
Details
2.2 Limitations of this proposal
Details
2.2.1 Legal uncertainty and overpressure on the general clause
Details
2.2.2 Fundamentally incompatible in authorized merchandising scenarios
Details
2.2.3 Unable to address the long-term consequences
Details
3. Recalibrating the application of Art. 6 (1) (b) GDPR in the B2B merchandising
Details
3.1 Other possibilities of the interpretation of Art. 6 (1) (b) GDPR
Details
3.1.1 The EDPB’s Guidelines and some scholars’ proposition
Details
3.1.2 A relatively liberal reading of the ambit of Art. 6 (1) (b) GDPR by some scholars
Details
3.2 The objections to these interpretation
Details
3.2.1 Criticism of the EDPB’s Guidelines and evaluation
Details
3.2.2 Possible counterarguments
Details
3.3 Applying Art. 6 (1) (b) GDPR to merchandising in the B2B context
Details
3.3.1 Arguments and advantages of this solution
Details
(1) The legal basis for this solution
Details
(2) The EDPS’ resistance towards merchandising in the B2B context?
Details
(3) The enforcement of this solution
Details
(4) Well-balanced protection for both sides
Details
3.3.2 Disadvantages and objections for this solution
Details
(1) Borderless application of Art. 6 (1) (b) GDPR in sub-licensing situations
Details
(2) Under-protection for data subjects in B2C contexts
Details
(3) Art. 6 (1) (b) GDPR as a general clause for fair contracts
Details
3.4 Summary
Details
4. The proposal for a two-tier interpretation of consent
Details
4.1 The two-tier interpretation of consent
Details
4.1.1 Introduction of this solution
Details
(1) The content of this proposal
Details
(2) Its enforcement
Details
(3) Argumentation based on the (inter-)systematic interpretation
Details
(4) Questioning the unlimited data paternalism in private sector
Details
(5) Universally various connotations of consent
Details
4.1.2 Counterarguments to this proposal
Details
(1) The opinions of authorities as well as the (intra-)systematic interpretation
Details
(2) Challenges to its practicability
Details
4.2 Conclusions
Details
5. The comparison of the solutions and the result
Details
5.1 Unsuitable solutions 1 and 2
Details
5.2 The comparison between solution 3 and 4
Details
5.3 The result
Details
259–264
Part V Conclusions
259–264
Details
1. The traditional German approach
Details
2. Merchandising under the GDPR
Details
3. Divergences and problems
Details
4. Solutions
Details
265–282
Bibliography
265–282
Details
Durchsuchen Sie das Werk
Geben Sie ein Keyword in die Suchleiste ein
CC-BY
Access
Personality Merchandising and the GDPR: An Insoluble Conflict? , page 206 - 258
Part IV Solutions to settle the inconsistencies
Autoren
Jingzhou Sun
DOI
doi.org/10.5771/9783748936923-206
ISBN print: 978-3-7560-0302-0
ISBN online: 978-3-7489-3692-3
Chapter Preview
Share
Download PDF
Download citation
RIS
BibTeX
Copy DOI link
doi.org/10.5771/9783748936923-206
Share by email
Video schließen
Share by email Nomos eLibrary
Recipient*
Sender*
Message*
Your name
Send message
This site is protected by reCAPTCHA and the Google
Privacy Policy
and
Terms of Service
apply.
