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V svetu vse bolj digitalizirane družbe, vedno večjega tehnološkega napredka in želje po povečanju konkurenčnih prednosti, so apetiti po boljšem položaju na trgu včasih tako veliki, da gospodarski subjekti prestopijo mejo legalnega in se začnejo posluževati principov, ki kršijo konkurenčnopravna pravila. Zaradi zavedanja o zgovornosti osebnih podatkov potrošnikov je v zadnjem času moč zaznati tendenco zlorab le-teh za namene okoriščanja gospodarske družbe in povzročanja škode njenim najtesnejšim konkurentom. Ta magistrska naloga predstavlja ureditev varstva osebnih podatkov in nelojalne konkurence slovenskega pravnega reda, ju primerja s tujimi pravnimi ureditvami – s poudarkom na nemški – ter ju združi v konkretnem primeru iz prakse, kjer je razviden poskus manipulacije podjetja s poslovno skrivnostjo in zlorabe osebnih podatkov za namene povzročanja nelojalne konkurence na trgu. Naloga v prvem delu opredeljuje teoretično podstat, ki jo zaradi pomanjkanja literature konkretizira in podkrepi s primeri iz sodne prakse ter praktičnimi primeri. Konkretni primer iz prakse, ki je bil povod za izdelavo tega magistrskega dela, govori o načrtovanem pravnem poslu med gospodarskima družbama X in Y, ki je vezan na izdajo kartic zvestobe, preko katerih se kreira baza podatkov o interesih potrošnikov, njihovih osnovnih podatkih, preferencah na trgu, elastičnosti povpraševanja in ostalih informacijah, s pomočjo katerih podjetje prilagaja svojo strategijo in si s tem izboljšuje položaj na trgu. Celostna obravnava primera pokaže, da sta predmetni družbi povzročili nelojalno konkurenco z zlorabo osebnih podatkov potrošnikov. Primer je zaradi primerjave novega fenomena na trgu postavljen tudi pred presojo kršitve nemškega prava lojalne konkurence. In the world of an increasingly digitalized society, growing technological advances, and the desire to gain a competitive edge, appetites for a better position on the market are sometimes so strong that corporations would even cross the lines of legality and resort to decisions that violate competition law. Recently, the awareness of the revealing nature of consumers' personal data has given rise to a pattern of data misuse by the companies for profiteering and causing damage to their closest competitors. This masters' thesis reviews Slovene personal data protection legislation and unfair competition, and compares it with foreign legislation in the field, in particular with the German one. This knowledge was then translated into practice, revealing attempts of a company to manipulate trade secrets and misuse personal data to unfairly compete in the market. In its first part, this thesis outlines a theoretical background of the matter, which is then, because of the lack of literature, defined and supported by case law and practical examples. The above-mentioned practical example, which also inspired this master's thesis, describes a planned business transaction between company X and company Y, which involves introducing loyalty cards to create a database of consumers' interests, key personal information, market preferences, elasticity of demand, and other information that the company can use to adapt its marketing strategy and thus improve its position on the market. A comprehensive examination of the case shows that the two companies in question caused unfair competition by misusing consumers' personal data. For this phenomenon is new to the market, the case was also examined for a potential infringement of German competition law. |
