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ICO Publishes New Guidelines for Employee Surveillance at Work

 

The ICO issued its guidelines alongside research on employee monitoring that it commissioned. Before conducting any workplace tracking, companies should examine their legal obligations under the Data Protection Act as well as their employees' rights. 

According to its findings, 19% of respondents feel they have been tracked by their employers, with 70% believing it would be "intrusive" if their employers monitored them. Some employees told the ICO that working for a company that monitored them would put them off, with less than one in five stating they would feel confident taking a new job if they knew they would be monitored. 

The ICO claims that the guidance provides "clear direction" on how employee monitoring can be carried out ethically and legally. It is directed at both private and public sector companies. It outlines a company's legal obligations and offers best practises guidance. 

The ICO's research shows how concerned employees are regarding their privacy at home when it comes to employee monitoring, Emily Keaney, deputy commissioner for regulatory policy at the ICO stated.

“As the data protection regulator, we want to remind organisations that business interests must never be prioritised over the privacy of their workers,” she explained. “Transparency and fairness are key to building trust and it is crucial that organisations get this right from the start to create a positive environment where workers feel comfortable and respected.” 

Workers privacy at risk 

While data protection law does not forbid monitoring, the ICO urges businesses in across all sectors to recall their "legal obligations" to their employees' rights, stressing that such monitoring must be "proportionate" as stated in its guidance: If we think that people's privacy is in danger, we will act, Keaney warned.

The ICO defines monitoring in its guidelines as keeping track of calls, texts, and keystrokes as well as taking screenshots, webcam recordings, and audio recordings. Additionally, it states that using specific software to track activities and using biometric data to measure attendance and timekeeping are both examples of employee monitoring. 

It advises organisations to take a number of steps before introducing worker monitoring if they wish to do so. Employees must be informed of the "nature, extent, and reasons" of any monitoring, and employers must have a "lawful basis" (such as consent) for processing employee data. 

The regulator also makes reference to the requirement for data protection impact assessments for any monitoring activity, which is not always supported by the Data Protection and Digital Information Act, the UK's GDPR replacement bill that is now being debated in the House of Commons. 

More than 1,000 UK citizens were surveyed by the ICO regarding their views and experiences with employee monitoring. 78% of respondents thought that recording audio and video was the most intrusive action an employer could take, while 83% thought that monitoring personal devices was the most intrusive action. 

According to Antonio Fletcher, head of employment at the legal firm Whitehead Monckton, employees' privacy concerns are growing, especially in light of the widespread usage of webcams and other video. In addition, he mentioned that if employees are working remotely, audio recordings might be used for surveillance and might record private conversations with children and adults.

Customer Engagement Rethinks After Apple's Data Privacy Rules

 


The changes to Apple's privacy policy last year were one of those events where the worried predictions turned out to be precisely the opposite of what happened – specifically, marketers will have a significant reduction in their ability to target and personalize ads based upon their online behavior, which will have a downstream impact on the social media giants' ad revenues. As a result of these factors, the money that Chief Marketing Officers (CMOs) continue to spend on marketing is becoming less and less effective. 

ROI has plunged by nearly 40% by some measures based on the data available. Marketing professionals are scrambling to keep up with the new environment. As of yet, it has not made a notable difference in the manner in which they behave. 

The marketing community still thinks that we live in an advertising world in which a vast amount of data has been made available. The majority had not yet adopted a policy that they believed would be most beneficial for them. In a post-privacy era, in which marketers are given less and less information about individuals or their digital consumption across a broad range of devices and platforms, marketers must engage with their customers as soon as they show an interest in their products. 

Value exchange

A person cannot be assumed to be an ideal demographic candidate for your product simply by reaching them, especially if your product requires a great deal of consideration. 

It is still imperative to have some exchange of value where marketers give something to customers that they need - something that is more often just more information - as a way to gain their attention and hopefully gain their loyalty in the future. 

It would be impossible to exist in mattress stores or any physical retail store if these requirements were not necessary. There is no doubt that consumers tend to stick with what they know and love, even when it comes to transactions and that is why it is now up to digital marketers to re-create the three-dimensional relationships that still exist in life instead of just online transactions. 

Several aspects of Apple's reformed privacy policy make it apparent that marketers have become far too lazy in many ways. As a result, they had become accustomed to an environment where they could observe signals that would enable them to predict future shopping behavior for every customer they encountered. 

It is crucial to understand that the absence of this world does not mean brands are doomed to fail. To put it simply, it means that they need to come up with original and creative ways of accomplishing their goals, which may even require them to re-learn some old lessons they may have forgotten over the years.