FEATURES OF PERSONAL DATA PROTECTION LAW ENFORCEMENT

Abstract

The article examines the peculiarities of the implementation of legal protection of personal data.

For Ukraine, the issue of the safety of digital services is becoming more and more relevant due to the constant increase in their number in various spheres of life and active use by many users.

Such a significant growth of the segment of e-commerce and other digital services is impossible without collecting data about consumers, their preferences and needs. E-commerce entities need detailed information about existing and potential customers in order to implement marketing actions and to sell goods and services. Currently, the problem is that in modern conditions of fierce competition, information about consumers can be collected in a way around or contrary to the current legislation on the protection of personal data, and various digital services in Ukraine are increasingly characterized by systemic violations, in particular, in the aspect of the impossibility of the consumer to fully exercise the right to be forgotten under during and after using the relevant digital service.

The adoption of the relevant Law of Ukraine "On the Protection of Personal Data" and the introduction of appropriate institutional support led to a tendency to increase attention to the protection of personal data in the field of e-commerce in Ukraine. However, the analysis of the current legislation on the protection of personal data, scientific works and law enforcement practice during the period of validity of the relevant Law indicates that the current state of solving the problem of personal data protection requires the introduction of new approaches to the system of rights protection in this area.

It is worth noting that the legal protection of personal data in the field of electronic commerce in Ukraine does not have a sufficiently high level of scientific development. Individual issues of this issue were considered within the framework of civil, labor and information law. Most of the studies were devoted to the issue of information activity of the legislative branch of government, codification of information legislation, legal provision of information law and order and protection of personal data.