1. Brussels, 19-20 May 2009 Awareness and Public Opinion results from: Evaluation of the means used by national Data Protection Authorities in the promotion of personal data protection Data protection conference

2. CONTENTS 1. Background of the evaluation study 2. Main findings and conclusions 3. Key topics for Debate

3. Promotional activities 1. Background of the evaluation: The Issue Limited awareness Poor knowledge of rights and of the existence of the DPSA Data Protection Directive and DPSAs Surveys

4. Background confirmed by findings Awareness raising about the existence of the DPSA

5. Awareness raising on personal data protection Background confirmed by findings

6. Identify and examine the means used by national data protection supervisory authorities in promoting personal data protection in general, and awareness raising in particular Conduct an in-depth examination of the means referred to above, examining also their efficacy and potential for application throughout all EU Member States 1. Scope of the evaluation: The Study Three building blocks Review (desk research) Field and Analysis (field work: interviews, surveys) Finalisation (validation, consolidation)

7. 2. Main findings and conclusions

8. Findings and conclusions Web tools Publications Events Provision of targeted information and advice Cooperation and exchange Outputs of promotional activities and their effectiveness Website Seminars/conferences Media / help line Targeted campaigns

9. Findings and conclusions Not the type of promotional output Quality Timing Focus Proactive or reactive character Q: Visibility, clarity, pertinence, attractiveness, user friendliness T: Before/after scandals F: Focus on specific key topics P: Inform public in advance / react promptly What contributes to effectiveness?

10. Findings and conclusions How to address needs of target groups? Provision of digestible information Responding to requests /complaints Regular inspections / investigations /site visits Recording questions / requests Participation in conferences Focus on certain sensitive sectors The media as input and output

11. Findings from interviews with DPSAs Human and financial resource capacity Are inputs efficiently converted into outputs? How to assess cost-effectiveness? DPSAs independent organisations Cannot use private funding Often, no specific budget allocated to promotional activities Have DPSAs have been able to cope satisfactorily?

12. Findings and conclusions DPSAs do not possess formal mechanisms for assessing effectiveness/impact/efficiency Measuring the take-up of advice Monitoring website hits Yearly tracking / reader surveys Monitoring numbers of phone calls Monitoring numbers of complaints and requests Monitoring number of clarifications and opinions Number of conferences where the DPSA is invited to participate Where they exist, they are not used in a systematic way

13. Findings and conclusions Differences in awareness depending on target groups Reps data subjects Data controllers Experts

14. Findings and conclusions What can be done? Focus on certain sectors Supplement current activities with actions targeted at governments and enforcement activities Role of the media catalytic Other methods: multi-media means Closer cooperation and coordination at EU /intl level Constraints Cost vs effectiveness Coordination of large number of DPSAs Differences in powers/functions

15. 3. Topics for Debate

16. Recommendations Approaches Mechanisms/ Tools Strategic Issues Towards a more proactive and pragmatic approach Make the best use of the power of the media Target the education sector Develop self assessment mechanisms and strategies Explore the use of audio-visual means Increase cooperation with other public bodies involved in data protection incidents Promote greater cooperation between Member States

17. Topics for debate Key questions to debate Address needs of target groups – how to increase interaction? What works where and why? What is the trade off between cost efficiency and effectiveness? What are the most desirable activities/products and difficulties in producing/using them? What we learn from each other? What is the scope of cooperation at EU level? How to set targets and monitor own work? Where has the impetus gone? The London Initiative Article 29 Working Party