A new law will come into force in 2022. It aims to further protect your sensitive data. We'll explain what's going to change.
The nLPD. Uhhh... what?
The Data Protection Act and, in this case, the new law. Hence the lowercase 'n'.
This is the regulation applied to protect the so-called personality and fundamental rights of natural persons (you and me) in Switzerland. What rights? Those relating to our personal data that are processed by private companies or the State.
Our address, our age, our salary, our insurance, our marital status, our religious or non-religious affiliation, our gender, etc.
Why a new law?
Good question! It's as simple as that. The law applied today dates back to 1992. In thirty years, needless to say, technology has evolved somewhat. Let's take the banking sector as an example. Would you like to get a loan? You had to go to a bank branch, fill out paper forms, send supplements by post and go back to the branch to sign.
Today, you can simulate your loan online, submit your file documents via your smartphone, sign electronically, and receive your funds right away.
All of your information is therefore transmitted via Wi-Fi waves, the Ethernet cable and then passed through computer servers. Your data is, so to speak, digital and must therefore be protected accordingly.
What does this mean for me?
We were talking about a loan but if you shop on Zalando, if you use Facebook, WhatsApp (it's also Facebook behind it), Instagram... like social networks, if you do administrative procedures online and if you have the geolocation function turned on on your phone... You are concerned.
Everything, absolutely everything, can be used for marketing purposes, to compile statistics, to define your consumer profile.
Profiling. It sounds like a bad B-movie.
We could also talk about reality TV. Every purchase, every gesture, every review, every like... is stored and analyzed. Your database is used to determine your profile. This way, you will receive offers tailored to your web search history, proposals that match your recent purchases, trips to 'liked' destinations and so on.
It's sometimes helpful, often disconcerting, and the result of your profiling. Your data is thus traded by technology players, without you realizing it.
Who should do what?
All companies in Switzerland will have to comply with the new law. Small or large, each company will have to take the necessary measures to comply with the articles that detail the legislation. From SMEs to multinationals.
The goal: to support the community's efforts to reduce attacks by cybercriminals; Unfortunately, attacks are becoming more and more frequent.
And what exactly should you do?
First of all, take note of the new rules. These often even exceed the GDPR rules put in place by the European Union. This law serves as a global reference and an example for many states around the world. The nFADP sometimes exceeds the level of requirements set by the GDPR.
What about my rights?
You have the right to be informed about the measures taken to protect your data. You have the right to the transmission of your data. You also have the right to request that your data not be used in the context of an automated decision-making process. Automated decision-making is understood as the absence of a human in the decision-making process. Let's imagine the scenario of an insurance application with an algorithm that judges your financial capacity or your state of health as the only decision-maker. It lacks depth, a capacity for judgment requiring finesse, it simply lacks humanity.
The human!
And yes, although we are all surrounded by IT solutions, technological tools and algorithms, we feel more confident when we share with a human. Knowing how to show understanding, empathy and share emotions is done between people and not with a screen or a machine.
At Milenia, we are at the cutting edge of technology but people remain central. You will have the opportunity to have a dedicated expert who will be able to offer you a truly personalized service. Not only will your personal data be confidential, processed in compliance with the law (even the one with a lowercase 'n') but you will have to deal with an advisor who will listen to you and who will work to make your project a reality.
People at the service of people. It's not for nothing that this phrase motivates us on a day-to-day basis.