Privacy body seeks explanation from Jollibee, Viber over Christmas campaign

The National Privacy Commission (NPC) is seeking an explanation from Jollibee and messaging platform Viber if personal data processing was involved in their Christmas automated greetings and stickers campaign.

In a statement on Tuesday, the NPC said it took notice of users’ complaints concerning Jollibee’s "Buo ang Saya ng Pasko" Christmas campaign on Viber.

The privacy body said that “it appears that branded marketing materials, including automated greetings and digital stickers, have appeared within private chat interfaces, leading to questions regarding the boundaries of digital marketing and the unsolicited processing of personal data.”

With this, the agency said it has sought an explanation from both companies concerning the matter and “is currently determining whether the campaign’s implementation involves the processing of personal data under the Data Privacy Act of 2012 (DPA).”

GMA News Online has reached out to Jollibee and Viber for comment. The story will be updated once responses are received from either of the companies.

Under the DPA, personal information controllers (PICs) must ensure that all processing of personal data for direct marketing purposes is grounded on the fundamental principles of transparency, legitimate purpose, and proportionality.

“If the campaign involves the processing of personal data, PICs must ensure adherence to the principles of transparency, legitimate purpose, and proportionality,” the NPC said.

“In such cases, consent must be specific and freely given, and data subjects must be afforded the right to object to the processing of their information for direct marketing purposes,” it said. –NB, GMA Integrated News