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Eine DSGVO Abmahnung will keiner, dennoch kommen die Verstöße häufig vor: Einbau von US Skripten in der Webseite, Kaltaquise, mangelnde oder ganz fehlende Datenschutzhinweise, Kundendaten und so weiter. Allerdings ist es in Deutschland nicht die Aufgabe von Personen, die Rechtsverstöße anderer zu verurteilen oder zu melden, wenn man nicht selbst dadurch verletzt ist.
Unternehmen können sich ahnden
Als Unternehmen ist es trotzdem möglich, andere Unternehmen zu ahnden, wenn diese zum Beispiel ein Wettbewerbsvorteil ausnutzen. Die DSGVO enthält Bestimmungen zum Schutz personenbezogener Daten, die von Unternehmen verarbeitet werden, und verpflichtet Unternehmen, angemessene technische und organisatorische Maßnahmen zum Schutz dieser Daten zu ergreifen.
DSGVO Abmahnung
Heute ist es noch umstritten, ob man Konkurrenten bzw. andere Unternehmen auf Grundlage der DSGVO abmahnen kann, allerdings wird in §13.4 UWG dies bereits indirekt erwähnt: Indem der Ersatz der Abmahnkosten wegen DSGVO-Verstößen durch Konkurrenten dort geregelt wird, wird implizit bereits darauf vorbereitet, dass das verklagen der anderen Partei möglich wäre.
Das Beispiel der Apotheker
Eventuell kennt Ihr die Geschichte des Apothekers, der Arzneimittel über Amazon vertreibt und ein anderer Apotheker Unterlassungsansprüche gegen den Amazon Händler erhebt. Hierbei werden nämlich Gesundheitsdaten erhoben, was gegen die datenschutzrechtliche Bestimmung verstößt, da zum Beispiel die Einwilligung der Erhebung fehlt und auch Amazon darauf zugreifen kann. Bereits in einem anderen ähnlichen Fall gab das Landgericht Dessau-Roßlau dem Kläger recht. Der aktuelle Fall jedoch hat es über den BGH bis ins EuGH geschafft. Hier steht das Urteil nun bald an.
Meta Ads = DSGVO verstoß?
Der EuGH hat bereits für Abmahnverbände das „go“ gegeben, auf Grundlage der DSGVO andere Unternehmen zu ahnden (siehe noyb). Dass dieser nun das gleiche auch für Konkurrenten erlaubt ist in unseren Augen wahrscheinlich. Denn klar ist, dass jemand, der Google Analytics oder Meta Ads mit DSGVO Verstoß nutzt (z.B. Nutzung deren Client-Side Skripten), Vorteile gegenüber einem hat, der dies nicht tut.
Fazit
DSGVO-Verstöße häufen sich, aber es ist nicht die Aufgabe von Personen, Rechtsverstöße anderer zu melden, es sei denn, sie wurden selbst dadurch verletzt. Als Unternehmen ist es jedoch möglich, andere Unternehmen zu ahnden, wenn sie zum Beispiel einen Wettbewerbsvorteil ausnutzen.
Das könnte nun durch ein kommendes Urteil des EuGH dann auch für DSGVO Verstöße möglich sein. Heißt wenn du Client-Side Tracking nutzt (DSGVO Verstoß da personenbezogene Daten an Drittländer fließen), darf dein Konkurrent dich dann verklagen. Ein Ausweg wäre, Server-Side Tracking zu verwenden, oder auf Tracking zu verzichten.
Update 20.03.2023: Die österreichische Datenschutzbehörde stufte nun offiziell die Verwendung von Meta Pixel als illegal ein.
Meta Pixel stellt eigene Server-Side Tracking Lösung vor: Per einfachem Klick wird ein Server auf AWS bereit gestellt, der das Tracking optimieren soll. Wie sieht das aus und wie Vergleicht sich die Lösung mit „echtem“ Server-Side Tracking?
Entscheidung des DSB: Meta-Pixel ist illegal. Da die Branche mit den ganzen Werbe und Analyse Skripte sowieso fast immer gegen die DSGVO verstößt, ist den meisten bekannt. Allerings kommen jetzt konkrete Entscheidungen und Urteile hervor. Wie Werbetreibende und Unternehmen damit umgehen können?
TikTok ab 1. März für 32.000 Mitarbeitende der EU-Kommission verboten. Wie geht es weiter und wo ist die Gefahr für Werbetreibende?
Was ist der Unterschied zwischen Third Party und First Party Cookies? Und wie steht es um die Browser und deren Support?
Wie neben der 390 Mio Strafe auch Werbetreibende massive Einbußen durch das Urteil erleiden werden. Ähnlich wie bei iOS 14 schon.
Grob ein Jahr ist es her, seit dem iOS14.5 Update, welches die wohl größten Impacts in der Online-Marketing Welt mit sich brachte. Vor allem das Feature „App Tracking Transparency“ hat dazu geführt. Wo stehen wir heute?
Jetzt einen Termin sichern
Schritt 1
30-Minuten Termin sichern
Schritt 2
Situation zusammen analysieren
Schritt 3
Gemeinsames Ergebnis finden
Ich freue mich auf einen unverbindlichen Austausch! Wir hören uns gerne verschiedenste und komplexe Setups an und können mit unserem Netzwerk die beste Tracking Lösung finden. Selbst wenn wir einen Partner dazu holen oder weiterempfehlen: Uns ist es wichtig, dass das Tracking vernünftig auf die Situation angepasst ist.
