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