Personal Data Protection Authority (KVKK) has prepared a guideline on the issues that companies should pay attention to regarding customer data in loyalty program memberships offered by brands to their customers.
“Draft Guideline on the Investigation of Loyalty Programs within the Scope of Personal Data Protection Legislation”, prepared by the Personal Data Protection Authority, consists of 40 pages. Opinions and evaluations about the guide in the draft phase can be sent to [email protected] until 16 July. After the opinions are evaluated, the final version of the guide will be shared at kvkk.gov.tr.
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The guide includes information about which data of customers can be used, how the data will be processed and with whom it can be shared. Examples are given about the use of data from different sectors such as e-marketplaces, food chains, coffee chains, airline companies, according to usage scenarios.
Which personal data can be processed in loyalty programs?
- Name, surname, nickname, age, gender, TR number, date of birth
- Telephone number, e-mail address
- Marital status, education level
- Location data accessible through the app
- Shopping information, usage trends, interests, likes, account history
- Credit Card Information (Stored in Masterpass Infrastructure)
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- What personal data can loyalty programs use?
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