Personality merchandising and the GDPR: an insoluble conflict?
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Nomos
2022
Augsburg ; München ; WashingtonDC MIPLC, Munich Intellectual Property Law Center |
| Ausgabe: | 1st edition |
| Schriftenreihe: | MIPLC Studies
Volume 42 |
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| 100 | 1 | |a Sun, Jingzhou |e Verfasser |0 (DE-588)1190240947 |4 aut | |
| 245 | 1 | 0 | |a Personality merchandising and the GDPR: an insoluble conflict? |c Jingzhou Sun |
| 250 | |a 1st edition | ||
| 264 | 1 | |a Baden-Baden |b Nomos |c 2022 | |
| 264 | 1 | |a Augsburg ; München ; WashingtonDC |b MIPLC, Munich Intellectual Property Law Center | |
| 300 | |a 282 Seiten |c 22.7 cm x 15.3 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 1 | |a MIPLC Studies |v Volume 42 | |
| 502 | |b Dissertation |c Ludwig-Maximilians-Universität München |d 2022 | ||
| 610 | 2 | 7 | |a Europäische Union |t Datenschutz-Grundverordnung |0 (DE-588)1105568555 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Merchandising |0 (DE-588)4138191-9 |2 gnd |9 rswk-swf |
| 655 | 7 | |0 (DE-588)4113937-9 |a Hochschulschrift |2 gnd-content | |
| 689 | 0 | 0 | |a Europäische Union |t Datenschutz-Grundverordnung |0 (DE-588)1105568555 |D u |
| 689 | 0 | 1 | |a Merchandising |0 (DE-588)4138191-9 |D s |
| 689 | 0 | |5 DE-604 | |
| 710 | 2 | |a Nomos Verlagsgesellschaft |0 (DE-588)117513-0 |4 pbl | |
| 776 | 0 | 8 | |i Erscheint auch als |n Online-Ausgabe |z 978-3-7489-3692-3 |
| 830 | 0 | |a MIPLC Studies |v Volume 42 |w (DE-604)BV035044599 |9 42 | |
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Datensatz im Suchindex
| _version_ | 1804184477952376832 |
|---|---|
| adam_text | TABLE
OF
CONTENTS
LIST
OF
ABBREVIATIONS
15
ZUSAMMENFASSUNG
19
INTRODUCTION
21
1.
THE
RESEARCH
QUESTIONS
21
2.
LIMITING
THE
SUBJECT
OF
THE
RESEARCH
AND
THE
TERMINOLOGY
22
3.
THE
CURRENT
STATE
OF
RESEARCH
REGARDING
THE
REGULATION
OF
THE
GDPR
IN
MERCHANDISING
25
4.
METHODOLOGY
AND
STRUCTURE
OF
THE
DISSERTATION
27
PART
I
SUBSTANTIVE
LEGAL
PROTECTION
FOR
MERCHANDISING
IN
GERMANY
28
1.
INTRODUCTION
28
2.
MERCHANDISING
UNDER
TORT
LAW
30
2.1
THE
LAW
AGAINST
UNAUTHORIZED
MERCHANDISING
30
2.1.1
THE
RIGHT
TO
ONE
S
IMAGE
IN
GERMAN
LAW
30
2.1.2
THE
CASE
LAW
OF
UNAUTHORIZED
MERCHANDISING
32
2.1.3
CASES
AT
THE
MARGINS
35
2.2
REMEDIES
FOR
TORTIOUS
UNAUTHORIZED
MERCHANDISING
39
2.2.1
MONETARY
REMEDIES
39
2.2.2
NON-MONETARY
REMEDIES
44
2.3
THE
JUDGMENT
IN
THE
CLICKBAIT
CASE
46
2.4
PRELIMINARY
SUMMARY
49
3.
MERCHANDISING
IN
CONTRACT
PRACTICE
51
3.1
CONSENT
IN
MERCHANDISING
AGREEMENTS
51
3.1.1
THE
LEGAL
NATURE
OF
CONSENT
51
(1)
CONSENT
AS
A
LEGAL
ACT
AND
THE
LADDER
OF
PERMISSIONS
51
(2)
THE
REVOCABILITY
OF
CONSENT
FOR
MERCHANDISING
56
3.1.2
THE
CONSTRUCTION
OF
CONSENT
IN
MERCHANDISING
AGREEMENTS
58
3.2
MERCHANDISING
AGREEMENTS
61
3.2.1
TYPES
OF
MERCHANDISING
AGREEMENTS
61
7
3.2.2
TYPICAL
CONTRACTUAL
RIGHTS
FOR
THE
PERSON
DEPICTED
IN
MERCHANDISING
AGREEMENTS
63
(1)
THE
RIGHT
TO
ACCESS
INFORMATION
AND
ACCOUNTING
63
(2)
THE
RIGHT
FOR
RESERVATION
FOR
APPROVAL
64
(3)
AN
EXTRAORDINARY
OPT-OUT
RIGHT
65
(4)
DISPOSABLE
CONTRACTUAL
RIGHTS
65
3.3
PRELIMINARY
SUMMARY
68
4.
CONCLUSIONS
68
PART
II
MERCHANDISING
UNDER
THE
GDPR
71
1.
INTRODUCTION
71
2.
THE
APPLICABILITY
OF
THE
GDPR
IN
MERCHANDISING
72
2.1
A
BRIEF
INTRODUCTION
TO
THE
GDPR
72
2.2
THE
MATERIAL
AND
TERRITORIAL
SCOPE
OF
THE
GDPR
77
2.3
QUESTIONS
REGARDING
THE
APPLICABILITY
OF
THE
GDPR
IN
MERCHANDISING
80
2.3.1
EXCEPTIONS
FOR
THE
TERRITORIAL
APPLICABILITY
81
2.3.2
THE
LEEWAY
FOR
NATIONAL
LAWS
OFFERED
BY
ART.
85
GDPR
84
2.4
CONCLUSIONS
87
3.
UNAUTHORIZED
MERCHANDISING
UNDER
THE
GDPR
88
3.1
THE
UNLAWFULNESS
OF
UNAUTHORIZED
MERCHANDISING
CASES
UNDER
THE
GDPR
88
3.1.1
APPLYING
ART.
6
(1)
(F)
GDPR
IN
UNAUTHORIZED
MERCHANDISING
CASES
88
(1)
THE
PRINCIPLE
OF
ACCOUNTABILITY
REGARDING
THE
TEST
GRID
OF
ART.
6
(1)
(F)
GDPR
88
(2)
THE
NECESSITY
BETWEEN
DATA
PROCESSING
AND
THE
PURSUIT
OF
THE
INTERESTS
91
(3)
THE
INTERFERED
INTERESTS
OF
DATA
SUBJECTS
92
(4)
THE
BALANCING
OF
CONFLICTING
INTERESTS
93
3.1.2
CASE
ANALYSIS
OF
ART.
6
(1)
(F)
GDPR
96
(1)
EVALUATION
OF
THE
GERMAN
DECISIONS
96
I.
LACK
OF
LEGAL
BASIS
96
II.
SOME
MAIN
REQUIREMENTS
IN
THE
GDPR
OMITTED
97
III.
INACCURATE
UNDERSTANDING
OF
THE
TERMINOLOGY
IN
THE
GDPR
98
(2)
TO
APPLY
ART.
6
(1)
(F)
GDPR
RIGHTFULLY
101
8
3.2
CIVIL
DAMAGES
UNDER
THE
GDPR
103
3.2.1
ART.
82
GDPR
AS
THE
LEGAL
BASIS
103
(1)
STATUTORY
CONDITIONS
AND
CONTESTED
APPLICATION
IN
GERMANY
103
(2)
EVALUATION
109
3.2.2
REMEDIES
FOR
DATA
SUBJECTS
IN
UNAUTHORIZED
MERCHANDISING
CASES
111
(1)
INFRINGEMENTS
OF
ART.
6
(
1)
(F)
GDPR
111
(2)
INFRINGEMENTS
OF
THE
PRINCIPLES
OF
DATA
PROCESSING?
114
(3)
INFRINGEMENTS
OF
THE
DATA
SUBJECT
S
RIGHTS
116
I.
THE
RIGHT
TO
INFORMATION
117
II.
THE
RIGHT
TO
OBJECT
119
III.
THE
RIGHT
TO
ERASURE
(TO
BE
FORGOTTEN)
120
IV.
OTHER
RIGHTS?
122
3.3
PRELIMINARY
CONCLUSIONS
123
4.
AUTHORIZED
MERCHANDISING
UNDER
THE
GDPR
124
4.1
THE
APPLICABILITY
OF
ART.
9
GDPR
IN
MERCHANDISING
CASES?
124
4.1.1
SPECIFIC
PROTECTION
FOR
SENSITIVE
DATA
124
(1)
THE
STATUTORY
REQUIREMENTS
IN
ART.
9
GDPR
124
(2)
THE
ACADEMIC
CONTROVERSY
OVER
THE
CRITERIA
127
(3)
EVALUATION
127
4.1.2
CONCLUSIONS
129
4.2
CONSENT
AS
THE
LAWFUL
GROUND
FOR
DATA
PROCESSING
UNDER
THE
GDPR
132
4.2.1
THE
COLLISION
OF
NORMS
(NORMENKOLLISION)
BETWEEN
THE
GDPR
AND
THE
KUG
132
4.2.2
CONSENT
AS
THE
LAWFUL
GROUND
IN
MERCHANDISING
133
(1)
CONDITIONS
FOR
THE
VALIDITY
OF
CONSENT
AND
THE
CONSEQUENCE
OF
OMISSIONS
133
(2)
APPLYING
ART.
6(1)
(A)
GDPR
IN
AUTHORIZED
MERCHANDISING
CASES
137
I.
MERCHANDISING
CONTRACTS
NO
LONGER
BINDING
137
II.
AGENCY-MERCHANDISING
CONTRACTS
AT
ISSUE
139
III.
RIGOROUS
CONDITIONS
FOR
VALIDITY
OF
CONSENT
141
IV.
THE
VOLUNTARINESS
OF
CONSENT
GIVEN
BY
YOUNG
MODELS?
142
4.2.3
CONCLUSIONS
143
4.3
CONTRACTS
AS
THE
LAWFUL
GROUND?
145
4.3.1
CONTRACTS
AS
THE
LAWFUL
GROUND
IN
MERCHANDISING
145
(1)
THE
AMBIT
OF
ART.
6
(1)
(B)
GDPR
145
9
(2)
ART.
6
(1)
(B)
GDPR
INAPPLICABLE
TO
AUTHORIZED
MERCHANDISING
148
4.3.2
ANY
OTHER
POSSIBILITIES
TO
CONQUER
THE
REVOCABILITY
OF
CONSENT?
151
(1)
CUMULATION
OF
LAWFUL
GROUNDS
151
(2)
ANY
OTHER
ALTERNATIVES?
153
4.4
PRELIMINARY
CONCLUSIONS
155
4.5
DATA
SUBJECT
S
RIGHTS
IN
MERCHANDISING
156
4.5.1
MANDATORY
RIGHTS
UNDER
THE
GDPR
156
4.5.2
THE
EXECUTION
OF
THE
DATA
SUBJECT
S
RIGHTS
159
(1)
THE
RIGHT
TO
INFORMATION
AND
ITS
ASSOCIATED
RIGHTS
(ART.
12-15)
159
(2)
THE
RIGHT
TO
RECTIFICATION
(ART.
16)
162
(3)
THE
RIGHT
TO
ERASURE
(ART.
17)
164
(4)
THE
RIGHT
TO
PORTABILITY
(ART.
20)
166
4.5.3
PRELIMINARY
CONCLUSIONS
168
5.
CONCLUSIONS
168
PART
III
THE
COMPARISON
BETWEEN
THE
GERMAN
LEGAL
REGIME
AND
THE
GDPR
REGARDING
MERCHANDISING
171
1.
INTRODUCTION
171
2.
THE
GDPR
S
REGULATION
IN
MERCHANDISING
IN
CONTRAST
WITH
THE
GERMAN
LEGAL
REGIME
172
2.1
PROBLEMS
ARISING
FROM
THE
APPLICATION
OF
THE
GDPR
IN
UNAUTHORIZED
MERCHANDISING
172
2.1.1
OVERPROTECTION
FOR
DATA
SUBJECTS?
172
(1)
MORE
MORAL
DAMAGES
UNDER
THE
GDPR?
172
(2)
OVERPOWERING
DATA
SUBJECT
S
RIGHTS?
173
2.1.2
UNDER-PROTECTION
FOR
PROFESSIONAL
MODELS
AND
CELEBRITIES
174
(1)
LACK
OF
NON-MONETARY
REMEDIES
IN
THE
GDPR?
174
(2)
INCOMPARABLE
MATERIAL
DAMAGES
UNDER
THE
GDPR
TO
GERMAN
LAW
175
(3)
THE
LONG-TERM
CONSEQUENCES
OF
THE
RETICENCE
177
2.1.3
INTERIM
SUMMARY
179
2.2
PROMINENT
CHALLENGES
TO
MERCHANDISING
CONTRACTS
IN
CONTRAST
WITH
GERMAN
LAW
181
2.2.1
FROM
PACTA
SUNT
SERVANDA
TO
THE
ANYTIME
REVOCABILITY
181
2.2.2
STRICTER
CONDITIONS
FOR
VALID
CONSENT
UNDER
THE
GDPR
182
10
2.2.3
THE
EXCESSIVE
BURDEN
FOR
MERCHANDISERS
IMPOSED
BY
THE
DATA
SUBJECT
S
RIGHTS
2.2.4
INTERIM
CONCLUSION
2.3
INAPPROPRIATE
APPLICATION
OF
THE
GDPR
IN
MERCHANDISING
3.
POSSIBLE
EXPLANATIONS
FOR
THE
INCOMPATIBILITY
3.1
POSSIBLE
REASONS
FOR
THE
HIGH-LEVEL
DATA
PROTECTION
OF
THE
GDPR
3.1.1
THE
APPROACH
OF
ONE
SIZE
FITS
FOR
ALL
3.1.2
REASONS
FOR
THE
RETICENCE
TOWARDS
THE
COMMERCIAL
VALUE
OF
PERSONAL
DATA
3.1.3
PROTECTIVE
PROVISIONS
STEMMING
FROM
THE
DATA
PATERNALISM
3.2
UNREASONABLE
DIRECT
APPLICATION
OF
THE
GDPR
IN
MERCHANDISING
3.2.1
MERCHANDISING
IS
FORGOTTEN
BY
THE
GDPR
3.2.2
UNSUITABLE
EXPLANATIONS
FOR
MERCHANDISING
4.
CONCLUSIONS
PART
IV
SOLUTIONS
TO
SETTLE
THE
INCONSISTENCIES
1.
DIRECT
APPLICATION
OF
THE
KUG
IN
MERCHANDISING
CASES
BASED
ON
ART.
85
(1)
GDPR
1.1
ART.
85
(1)
GDPR
AS
A
STAND-ALONE
OPENING
CLAUSE
1.2
COUNTERARGUMENTS
FOR
THE
INDEPENDENT
NATURE
OF
ART.
85
(1)
GDPR
1.3
EVALUATION
2.
ART.
6
(1)
(F)
GDPR
AS
AN
ADDITIONAL
LAWFUL
GROUND
FOR
AUTHORIZED
MERCHANDISING
2.1
THE
SIGNIFICANCE
OF
THIS
PROPOSAL
2.1.1
THE
APPLICATION
OF
ART.
6
(1)
(F)
GDPR
IN
A
CONTRACTUAL
RELATIONSHIP
2.1.2
CONDUCIVE
FOR
THE
BINDINGNESS
OF
A
MERCHANDISING
RELATIONSHIP
2.2
LIMITATIONS
OF
THIS
PROPOSAL
2.2.1
LEGAL
UNCERTAINTY
AND
OVERPRESSURE
ON
THE
GENERAL
CLAUSE
2.2.2
FUNDAMENTALLY
INCOMPATIBLE
IN
AUTHORIZED
MERCHANDISING
SCENARIOS
2.2.3
UNABLE
TO
ADDRESS
THE
LONG-TERM
CONSEQUENCES
184
184
185
186
186
186
188
192
195
195
200
203
206
206
206
209
211
214
214
214
216
217
217
218
219
11
3.
RECALIBRATING
THE
APPLICATION
OF
ART.
6
(1)
(B)
GDPR
IN
THE
B2B
MERCHANDISING
220
3.1
OTHER
POSSIBILITIES
OF
THE
INTERPRETATION
OF
ART.
6
(1)
(B)
GDPR
220
3.1.1
THE
EDPB
S
GUIDELINES
AND
SOME
SCHOLARS
PROPOSITION
220
3.1.2
A
RELATIVELY
LIBERAL
READING
OF
THE
AMBIT
OF
ART.
6
(1)
(B)
GDPR
BY
SOME
SCHOLARS
222
3.2
THE
OBJECTIONS
TO
THESE
INTERPRETATION
223
3.2.1
CRITICISM
OF
THE
EDPB
S
GUIDELINES
AND
EVALUATION
223
3.2.2
POSSIBLE
COUNTERARGUMENTS
225
3.3
APPLYING
ART.
6
(1)
(B)
GDPR
TO
MERCHANDISING
IN
THE
B2B
CONTEXT
229
3.3.1
ARGUMENTS
AND
ADVANTAGES
OF
THIS
SOLUTION
229
(1)
THE
LEGAL
BASIS
FOR
THIS
SOLUTION
229
(2)
THE
EDPS
RESISTANCE
TOWARDS
MERCHANDISING
IN
THE
B2B
CONTEXT?
231
(3)
THE
ENFORCEMENT
OF
THIS
SOLUTION
232
(4)
WELL-BALANCED
PROTECTION
FOR
BOTH
SIDES
234
3.3.2
DISADVANTAGES
AND
OBJECTIONS
FOR
THIS
SOLUTION
236
(1)
BORDERLESS
APPLICATION
OF
ART.
6
(1)
(B)
GDPR
IN
SUB-LICENSING
SITUATIONS
236
(2)
UNDER-PROTECTION
FOR
DATA
SUBJECTS
IN
B2C
CONTEXTS
237
(3)
ART.
6
(1)
(B)
GDPR
AS
A
GENERAL
CLAUSE
FOR
FAIR
CONTRACTS
238
3.4
SUMMARY
240
4.
THE
PROPOSAL
FOR
A
TWO-TIER
INTERPRETATION
OF
CONSENT
241
4.1
THE
TWO-TIER
INTERPRETATION
OF
CONSENT
241
4.1.1
INTRODUCTION
OF
THIS
SOLUTION
241
(1)
THE
CONTENT
OF
THIS
PROPOSAL
241
(2)
ITS
ENFORCEMENT
242
(3)
ARGUMENTATION
BASED
ON
THE
(INTER-)SYSTEMATIC
INTERPRETATION
244
(4)
QUESTIONING
THE
UNLIMITED
DATA
PATERNALISM
IN
PRIVATE
SECTOR
245
(5)
UNIVERSALLY
VARIOUS
CONNOTATIONS
OF
CONSENT
247
4.1.2
COUNTERARGUMENTS
TO
THIS
PROPOSAL
249
(1)
THE
OPINIONS
OF
AUTHORITIES
AS
WELL
AS
THE
(INTRA-)SYSTEMATIC
INTERPRETATION
249
(2)
CHALLENGES
TO
ITS
PRACTICABILITY
252
4.2
CONCLUSIONS
253
12
5.
THE
COMPARISON
OF
THE
SOLUTIONS
AND
THE
RESULT
254
5.1
UNSUITABLE
SOLUTIONS
1
AND
2
254
5.2
THE
COMPARISON
BETWEEN
SOLUTION
3
AND
4
256
5.3
THE
RESULT
257
PART
V
CONCLUSIONS
259
1.
THE
TRADITIONAL
GERMAN
APPROACH
259
2.
MERCHANDISING
UNDER
THE
GDPR
260
3.
DIVERGENCES
AND
PROBLEMS
262
4.
SOLUTIONS
263
BIBLIOGRAPHY
265
13
|
| adam_txt |
TABLE
OF
CONTENTS
LIST
OF
ABBREVIATIONS
15
ZUSAMMENFASSUNG
19
INTRODUCTION
21
1.
THE
RESEARCH
QUESTIONS
21
2.
LIMITING
THE
SUBJECT
OF
THE
RESEARCH
AND
THE
TERMINOLOGY
22
3.
THE
CURRENT
STATE
OF
RESEARCH
REGARDING
THE
REGULATION
OF
THE
GDPR
IN
MERCHANDISING
25
4.
METHODOLOGY
AND
STRUCTURE
OF
THE
DISSERTATION
27
PART
I
SUBSTANTIVE
LEGAL
PROTECTION
FOR
MERCHANDISING
IN
GERMANY
28
1.
INTRODUCTION
28
2.
MERCHANDISING
UNDER
TORT
LAW
30
2.1
THE
LAW
AGAINST
UNAUTHORIZED
MERCHANDISING
30
2.1.1
THE
RIGHT
TO
ONE
'
S
IMAGE
IN
GERMAN
LAW
30
2.1.2
THE
CASE
LAW
OF
UNAUTHORIZED
MERCHANDISING
32
2.1.3
CASES
AT
THE
MARGINS
35
2.2
REMEDIES
FOR
TORTIOUS
UNAUTHORIZED
MERCHANDISING
39
2.2.1
MONETARY
REMEDIES
39
2.2.2
NON-MONETARY
REMEDIES
44
2.3
THE
JUDGMENT
IN
THE
CLICKBAIT
CASE
46
2.4
PRELIMINARY
SUMMARY
49
3.
MERCHANDISING
IN
CONTRACT
PRACTICE
51
3.1
CONSENT
IN
MERCHANDISING
AGREEMENTS
51
3.1.1
THE
LEGAL
NATURE
OF
CONSENT
51
(1)
CONSENT
AS
A
LEGAL
ACT
AND
THE
LADDER
OF
PERMISSIONS
51
(2)
THE
REVOCABILITY
OF
CONSENT
FOR
MERCHANDISING
56
3.1.2
THE
CONSTRUCTION
OF
CONSENT
IN
MERCHANDISING
AGREEMENTS
58
3.2
MERCHANDISING
AGREEMENTS
61
3.2.1
TYPES
OF
MERCHANDISING
AGREEMENTS
61
7
3.2.2
TYPICAL
CONTRACTUAL
RIGHTS
FOR
THE
PERSON
DEPICTED
IN
MERCHANDISING
AGREEMENTS
63
(1)
THE
RIGHT
TO
ACCESS
INFORMATION
AND
ACCOUNTING
63
(2)
THE
RIGHT
FOR
RESERVATION
FOR
APPROVAL
64
(3)
AN
EXTRAORDINARY
OPT-OUT
RIGHT
65
(4)
DISPOSABLE
CONTRACTUAL
RIGHTS
65
3.3
PRELIMINARY
SUMMARY
68
4.
CONCLUSIONS
68
PART
II
MERCHANDISING
UNDER
THE
GDPR
71
1.
INTRODUCTION
71
2.
THE
APPLICABILITY
OF
THE
GDPR
IN
MERCHANDISING
72
2.1
A
BRIEF
INTRODUCTION
TO
THE
GDPR
72
2.2
THE
MATERIAL
AND
TERRITORIAL
SCOPE
OF
THE
GDPR
77
2.3
QUESTIONS
REGARDING
THE
APPLICABILITY
OF
THE
GDPR
IN
MERCHANDISING
80
2.3.1
EXCEPTIONS
FOR
THE
TERRITORIAL
APPLICABILITY
81
2.3.2
THE
LEEWAY
FOR
NATIONAL
LAWS
OFFERED
BY
ART.
85
GDPR
84
2.4
CONCLUSIONS
87
3.
UNAUTHORIZED
MERCHANDISING
UNDER
THE
GDPR
88
3.1
THE
UNLAWFULNESS
OF
UNAUTHORIZED
MERCHANDISING
CASES
UNDER
THE
GDPR
88
3.1.1
APPLYING
ART.
6
(1)
(F)
GDPR
IN
UNAUTHORIZED
MERCHANDISING
CASES
88
(1)
THE
PRINCIPLE
OF
ACCOUNTABILITY
REGARDING
THE
"
TEST
GRID
"
OF
ART.
6
(1)
(F)
GDPR
88
(2)
THE
NECESSITY
BETWEEN
DATA
PROCESSING
AND
THE
PURSUIT
OF
THE
INTERESTS
91
(3)
THE
INTERFERED
INTERESTS
OF
DATA
SUBJECTS
92
(4)
THE
BALANCING
OF
CONFLICTING
INTERESTS
93
3.1.2
CASE
ANALYSIS
OF
ART.
6
(1)
(F)
GDPR
96
(1)
EVALUATION
OF
THE
GERMAN
DECISIONS
96
I.
LACK
OF
LEGAL
BASIS
96
II.
SOME
MAIN
REQUIREMENTS
IN
THE
GDPR
OMITTED
97
III.
INACCURATE
UNDERSTANDING
OF
THE
TERMINOLOGY
IN
THE
GDPR
98
(2)
TO
APPLY
ART.
6
(1)
(F)
GDPR
RIGHTFULLY
101
8
3.2
CIVIL
DAMAGES
UNDER
THE
GDPR
103
3.2.1
ART.
82
GDPR
AS
THE
LEGAL
BASIS
103
(1)
STATUTORY
CONDITIONS
AND
CONTESTED
APPLICATION
IN
GERMANY
103
(2)
EVALUATION
109
3.2.2
REMEDIES
FOR
DATA
SUBJECTS
IN
UNAUTHORIZED
MERCHANDISING
CASES
111
(1)
INFRINGEMENTS
OF
ART.
6
(
1)
(F)
GDPR
111
(2)
INFRINGEMENTS
OF
THE
PRINCIPLES
OF
DATA
PROCESSING?
114
(3)
INFRINGEMENTS
OF
THE
DATA
SUBJECT
'
S
RIGHTS
116
I.
THE
RIGHT
TO
INFORMATION
117
II.
THE
RIGHT
TO
OBJECT
119
III.
THE
RIGHT
TO
ERASURE
(TO
BE
FORGOTTEN)
120
IV.
OTHER
RIGHTS?
122
3.3
PRELIMINARY
CONCLUSIONS
123
4.
AUTHORIZED
MERCHANDISING
UNDER
THE
GDPR
124
4.1
THE
APPLICABILITY
OF
ART.
9
GDPR
IN
MERCHANDISING
CASES?
124
4.1.1
SPECIFIC
PROTECTION
FOR
SENSITIVE
DATA
124
(1)
THE
STATUTORY
REQUIREMENTS
IN
ART.
9
GDPR
124
(2)
THE
ACADEMIC
CONTROVERSY
OVER
THE
CRITERIA
127
(3)
EVALUATION
127
4.1.2
CONCLUSIONS
129
4.2
CONSENT
AS
THE
LAWFUL
GROUND
FOR
DATA
PROCESSING
UNDER
THE
GDPR
132
4.2.1
THE
COLLISION
OF
NORMS
(NORMENKOLLISION)
BETWEEN
THE
GDPR
AND
THE
KUG
132
4.2.2
CONSENT
AS
THE
LAWFUL
GROUND
IN
MERCHANDISING
133
(1)
CONDITIONS
FOR
THE
VALIDITY
OF
CONSENT
AND
THE
CONSEQUENCE
OF
OMISSIONS
133
(2)
APPLYING
ART.
6(1)
(A)
GDPR
IN
AUTHORIZED
MERCHANDISING
CASES
137
I.
MERCHANDISING
CONTRACTS
NO
LONGER
BINDING
137
II.
AGENCY-MERCHANDISING
CONTRACTS
AT
ISSUE
139
III.
RIGOROUS
CONDITIONS
FOR
VALIDITY
OF
CONSENT
141
IV.
THE
VOLUNTARINESS
OF
CONSENT
GIVEN
BY
YOUNG
MODELS?
142
4.2.3
CONCLUSIONS
143
4.3
CONTRACTS
AS
THE
LAWFUL
GROUND?
145
4.3.1
CONTRACTS
AS
THE
LAWFUL
GROUND
IN
MERCHANDISING
145
(1)
THE
AMBIT
OF
ART.
6
(1)
(B)
GDPR
145
9
(2)
ART.
6
(1)
(B)
GDPR
INAPPLICABLE
TO
AUTHORIZED
MERCHANDISING
148
4.3.2
ANY
OTHER
POSSIBILITIES
TO
CONQUER
THE
REVOCABILITY
OF
CONSENT?
151
(1)
CUMULATION
OF
LAWFUL
GROUNDS
151
(2)
ANY
OTHER
ALTERNATIVES?
153
4.4
PRELIMINARY
CONCLUSIONS
155
4.5
DATA
SUBJECT
'
S
RIGHTS
IN
MERCHANDISING
156
4.5.1
MANDATORY
RIGHTS
UNDER
THE
GDPR
156
4.5.2
THE
EXECUTION
OF
THE
DATA
SUBJECT
'
S
RIGHTS
159
(1)
THE
RIGHT
TO
INFORMATION
AND
ITS
ASSOCIATED
RIGHTS
(ART.
12-15)
159
(2)
THE
RIGHT
TO
RECTIFICATION
(ART.
16)
162
(3)
THE
RIGHT
TO
ERASURE
(ART.
17)
164
(4)
THE
RIGHT
TO
PORTABILITY
(ART.
20)
166
4.5.3
PRELIMINARY
CONCLUSIONS
168
5.
CONCLUSIONS
168
PART
III
THE
COMPARISON
BETWEEN
THE
GERMAN
LEGAL
REGIME
AND
THE
GDPR
REGARDING
MERCHANDISING
171
1.
INTRODUCTION
171
2.
THE
GDPR
'
S
REGULATION
IN
MERCHANDISING
IN
CONTRAST
WITH
THE
GERMAN
LEGAL
REGIME
172
2.1
PROBLEMS
ARISING
FROM
THE
APPLICATION
OF
THE
GDPR
IN
UNAUTHORIZED
MERCHANDISING
172
2.1.1
OVERPROTECTION
FOR
DATA
SUBJECTS?
172
(1)
MORE
MORAL
DAMAGES
UNDER
THE
GDPR?
172
(2)
OVERPOWERING
DATA
SUBJECT
'
S
RIGHTS?
173
2.1.2
UNDER-PROTECTION
FOR
PROFESSIONAL
MODELS
AND
CELEBRITIES
174
(1)
LACK
OF
NON-MONETARY
REMEDIES
IN
THE
GDPR?
174
(2)
INCOMPARABLE
MATERIAL
DAMAGES
UNDER
THE
GDPR
TO
GERMAN
LAW
175
(3)
THE
LONG-TERM
CONSEQUENCES
OF
THE
RETICENCE
177
2.1.3
INTERIM
SUMMARY
179
2.2
PROMINENT
CHALLENGES
TO
MERCHANDISING
CONTRACTS
IN
CONTRAST
WITH
GERMAN
LAW
181
2.2.1
FROM
PACTA
SUNT
SERVANDA
TO
THE
ANYTIME
REVOCABILITY
181
2.2.2
STRICTER
CONDITIONS
FOR
VALID
CONSENT
UNDER
THE
GDPR
182
10
2.2.3
THE
EXCESSIVE
BURDEN
FOR
MERCHANDISERS
IMPOSED
BY
THE
DATA
SUBJECT
'
S
RIGHTS
2.2.4
INTERIM
CONCLUSION
2.3
INAPPROPRIATE
APPLICATION
OF
THE
GDPR
IN
MERCHANDISING
3.
POSSIBLE
EXPLANATIONS
FOR
THE
INCOMPATIBILITY
3.1
POSSIBLE
REASONS
FOR
THE
HIGH-LEVEL
DATA
PROTECTION
OF
THE
GDPR
3.1.1
THE
APPROACH
OF
ONE
SIZE
FITS
FOR
ALL
3.1.2
REASONS
FOR
THE
RETICENCE
TOWARDS
THE
COMMERCIAL
VALUE
OF
PERSONAL
DATA
3.1.3
PROTECTIVE
PROVISIONS
STEMMING
FROM
THE
DATA
PATERNALISM
3.2
UNREASONABLE
DIRECT
APPLICATION
OF
THE
GDPR
IN
MERCHANDISING
3.2.1
MERCHANDISING
IS
FORGOTTEN
BY
THE
GDPR
3.2.2
UNSUITABLE
EXPLANATIONS
FOR
MERCHANDISING
4.
CONCLUSIONS
PART
IV
SOLUTIONS
TO
SETTLE
THE
INCONSISTENCIES
1.
DIRECT
APPLICATION
OF
THE
KUG
IN
MERCHANDISING
CASES
BASED
ON
ART.
85
(1)
GDPR
1.1
ART.
85
(1)
GDPR
AS
A
STAND-ALONE
OPENING
CLAUSE
1.2
COUNTERARGUMENTS
FOR
THE
INDEPENDENT
NATURE
OF
ART.
85
(1)
GDPR
1.3
EVALUATION
2.
ART.
6
(1)
(F)
GDPR
AS
AN
ADDITIONAL
LAWFUL
GROUND
FOR
AUTHORIZED
MERCHANDISING
2.1
THE
SIGNIFICANCE
OF
THIS
PROPOSAL
2.1.1
THE
APPLICATION
OF
ART.
6
(1)
(F)
GDPR
IN
A
CONTRACTUAL
RELATIONSHIP
2.1.2
CONDUCIVE
FOR
THE
BINDINGNESS
OF
A
MERCHANDISING
RELATIONSHIP
2.2
LIMITATIONS
OF
THIS
PROPOSAL
2.2.1
LEGAL
UNCERTAINTY
AND
OVERPRESSURE
ON
THE
GENERAL
CLAUSE
2.2.2
FUNDAMENTALLY
INCOMPATIBLE
IN
AUTHORIZED
MERCHANDISING
SCENARIOS
2.2.3
UNABLE
TO
ADDRESS
THE
LONG-TERM
CONSEQUENCES
184
184
185
186
186
186
188
192
195
195
200
203
206
206
206
209
211
214
214
214
216
217
217
218
219
11
3.
RECALIBRATING
THE
APPLICATION
OF
ART.
6
(1)
(B)
GDPR
IN
THE
B2B
MERCHANDISING
220
3.1
OTHER
POSSIBILITIES
OF
THE
INTERPRETATION
OF
ART.
6
(1)
(B)
GDPR
220
3.1.1
THE
EDPB
'
S
GUIDELINES
AND
SOME
SCHOLARS
'
PROPOSITION
220
3.1.2
A
RELATIVELY
LIBERAL
READING
OF
THE
AMBIT
OF
ART.
6
(1)
(B)
GDPR
BY
SOME
SCHOLARS
222
3.2
THE
OBJECTIONS
TO
THESE
INTERPRETATION
223
3.2.1
CRITICISM
OF
THE
EDPB
'
S
GUIDELINES
AND
EVALUATION
223
3.2.2
POSSIBLE
COUNTERARGUMENTS
225
3.3
APPLYING
ART.
6
(1)
(B)
GDPR
TO
MERCHANDISING
IN
THE
B2B
CONTEXT
229
3.3.1
ARGUMENTS
AND
ADVANTAGES
OF
THIS
SOLUTION
229
(1)
THE
LEGAL
BASIS
FOR
THIS
SOLUTION
229
(2)
THE
EDPS
'
RESISTANCE
TOWARDS
MERCHANDISING
IN
THE
B2B
CONTEXT?
231
(3)
THE
ENFORCEMENT
OF
THIS
SOLUTION
232
(4)
WELL-BALANCED
PROTECTION
FOR
BOTH
SIDES
234
3.3.2
DISADVANTAGES
AND
OBJECTIONS
FOR
THIS
SOLUTION
236
(1)
BORDERLESS
APPLICATION
OF
ART.
6
(1)
(B)
GDPR
IN
SUB-LICENSING
SITUATIONS
236
(2)
UNDER-PROTECTION
FOR
DATA
SUBJECTS
IN
B2C
CONTEXTS
237
(3)
ART.
6
(1)
(B)
GDPR
AS
A
GENERAL
CLAUSE
FOR
FAIR
CONTRACTS
238
3.4
SUMMARY
240
4.
THE
PROPOSAL
FOR
A
TWO-TIER
INTERPRETATION
OF
CONSENT
241
4.1
THE
TWO-TIER
INTERPRETATION
OF
CONSENT
241
4.1.1
INTRODUCTION
OF
THIS
SOLUTION
241
(1)
THE
CONTENT
OF
THIS
PROPOSAL
241
(2)
ITS
ENFORCEMENT
242
(3)
ARGUMENTATION
BASED
ON
THE
(INTER-)SYSTEMATIC
INTERPRETATION
244
(4)
QUESTIONING
THE
UNLIMITED
DATA
PATERNALISM
IN
PRIVATE
SECTOR
245
(5)
UNIVERSALLY
VARIOUS
CONNOTATIONS
OF
CONSENT
247
4.1.2
COUNTERARGUMENTS
TO
THIS
PROPOSAL
249
(1)
THE
OPINIONS
OF
AUTHORITIES
AS
WELL
AS
THE
(INTRA-)SYSTEMATIC
INTERPRETATION
249
(2)
CHALLENGES
TO
ITS
PRACTICABILITY
252
4.2
CONCLUSIONS
253
12
5.
THE
COMPARISON
OF
THE
SOLUTIONS
AND
THE
RESULT
254
5.1
UNSUITABLE
SOLUTIONS
1
AND
2
254
5.2
THE
COMPARISON
BETWEEN
SOLUTION
3
AND
4
256
5.3
THE
RESULT
257
PART
V
CONCLUSIONS
259
1.
THE
TRADITIONAL
GERMAN
APPROACH
259
2.
MERCHANDISING
UNDER
THE
GDPR
260
3.
DIVERGENCES
AND
PROBLEMS
262
4.
SOLUTIONS
263
BIBLIOGRAPHY
265
13 |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Sun, Jingzhou |
| author_GND | (DE-588)1190240947 |
| author_facet | Sun, Jingzhou |
| author_role | aut |
| author_sort | Sun, Jingzhou |
| author_variant | j s js |
| building | Verbundindex |
| bvnumber | BV048505506 |
| classification_rvk | PZ 4700 |
| ctrlnum | (OCoLC)1346986378 (DE-599)DNB1268464074 |
| discipline | Rechtswissenschaft |
| discipline_str_mv | Rechtswissenschaft |
| edition | 1st edition |
| format | Thesis Book |
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| genre | (DE-588)4113937-9 Hochschulschrift gnd-content |
| genre_facet | Hochschulschrift |
| id | DE-604.BV048505506 |
| illustrated | Not Illustrated |
| index_date | 2024-07-03T20:45:53Z |
| indexdate | 2024-07-10T09:39:58Z |
| institution | BVB |
| institution_GND | (DE-588)117513-0 |
| isbn | 9783756003020 3756003027 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-033882671 |
| oclc_num | 1346986378 |
| open_access_boolean | |
| owner | DE-M382 DE-19 DE-BY-UBM DE-12 DE-384 |
| owner_facet | DE-M382 DE-19 DE-BY-UBM DE-12 DE-384 |
| physical | 282 Seiten 22.7 cm x 15.3 cm |
| publishDate | 2022 |
| publishDateSearch | 2022 |
| publishDateSort | 2022 |
| publisher | Nomos MIPLC, Munich Intellectual Property Law Center |
| record_format | marc |
| series | MIPLC Studies |
| series2 | MIPLC Studies |
| spelling | Sun, Jingzhou Verfasser (DE-588)1190240947 aut Personality merchandising and the GDPR: an insoluble conflict? Jingzhou Sun 1st edition Baden-Baden Nomos 2022 Augsburg ; München ; WashingtonDC MIPLC, Munich Intellectual Property Law Center 282 Seiten 22.7 cm x 15.3 cm txt rdacontent n rdamedia nc rdacarrier MIPLC Studies Volume 42 Dissertation Ludwig-Maximilians-Universität München 2022 Europäische Union Datenschutz-Grundverordnung (DE-588)1105568555 gnd rswk-swf Merchandising (DE-588)4138191-9 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Europäische Union Datenschutz-Grundverordnung (DE-588)1105568555 u Merchandising (DE-588)4138191-9 s DE-604 Nomos Verlagsgesellschaft (DE-588)117513-0 pbl Erscheint auch als Online-Ausgabe 978-3-7489-3692-3 MIPLC Studies Volume 42 (DE-604)BV035044599 42 X:MVB text/html http://deposit.dnb.de/cgi-bin/dokserv?id=c25e1b4b89e44de4a42b45a16328df0f&prov=M&dok_var=1&dok_ext=htm Inhaltstext DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=033882671&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p vlb 20220920 DE-101 https://d-nb.info/provenance/plan#vlb |
| spellingShingle | Sun, Jingzhou Personality merchandising and the GDPR: an insoluble conflict? MIPLC Studies Europäische Union Datenschutz-Grundverordnung (DE-588)1105568555 gnd Merchandising (DE-588)4138191-9 gnd |
| subject_GND | (DE-588)1105568555 (DE-588)4138191-9 (DE-588)4113937-9 |
| title | Personality merchandising and the GDPR: an insoluble conflict? |
| title_auth | Personality merchandising and the GDPR: an insoluble conflict? |
| title_exact_search | Personality merchandising and the GDPR: an insoluble conflict? |
| title_exact_search_txtP | Personality merchandising and the GDPR: an insoluble conflict? |
| title_full | Personality merchandising and the GDPR: an insoluble conflict? Jingzhou Sun |
| title_fullStr | Personality merchandising and the GDPR: an insoluble conflict? Jingzhou Sun |
| title_full_unstemmed | Personality merchandising and the GDPR: an insoluble conflict? Jingzhou Sun |
| title_short | Personality merchandising and the GDPR: an insoluble conflict? |
| title_sort | personality merchandising and the gdpr an insoluble conflict |
| topic | Europäische Union Datenschutz-Grundverordnung (DE-588)1105568555 gnd Merchandising (DE-588)4138191-9 gnd |
| topic_facet | Europäische Union Datenschutz-Grundverordnung Merchandising Hochschulschrift |
| url | http://deposit.dnb.de/cgi-bin/dokserv?id=c25e1b4b89e44de4a42b45a16328df0f&prov=M&dok_var=1&dok_ext=htm http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=033882671&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| volume_link | (DE-604)BV035044599 |
| work_keys_str_mv | AT sunjingzhou personalitymerchandisingandthegdpraninsolubleconflict AT nomosverlagsgesellschaft personalitymerchandisingandthegdpraninsolubleconflict |