New EU data law could hit marketers

LONDON – Direct marketers could be hard hit by a new law under consideration by the European Union, which would force companies to hold onto all electronic messages for a year.

The proposal has been leaked to civil rights campaigners and is likely cause outrage in EU member states. The cost of such a move could prove enormous as companies grapple with how to store huge amounts of data.

The new draft framework calls on telecoms companies within the EU to hold records of all telephone and email messages for at least 12 months -- hitting both email and telesales marketers.

The prime aim of the proposal is to make data available to law enforcement agencies within the EU. However, to access the data police forces and security services will need a court order.

The proposed law has been slammed by civil liberty groups, which argue that it would effectively mean Europe-wide electronic surveillance.

A spokesman for UK's Foundation for Information Policy Research, told the New Scientist: "Basically they are saying that all European Union citizens are potential criminals and they are going to spy on them."

The proposed law comes on the heels of legislation passed in the summer which allows EU members to ignore existing data protection regulations that stop telecoms firms passing on data to the security services.

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