Si riporta di seguito il riassunto dell’intervento di Fabio Cassanelli al WTO Public Forum 2019 nel panel denominato “Building trust in e-commerce for the next generation“.
Il riassunto dell’intervento è stato curato di Andrijana Gavrilović del Geneva Internet Platform Digital Watch Observatory.
Mr Fabio Cassanelli (Co-Founder, Argo Business Solutions srl) stated that companies are aware they need to create trust in order to assure consumers of their credibility. Three main drivers create trust in a company when it comes to current consumers . First, a connection with the brand: millennials are very sensitive to data breaches and will avoid purchasing from a company that has suffered a data breach. Second, sensitivity to design: design needs to be responsive and marked secure. Third, referrals by friends and influencers: millennials put stock in word-of-mouth. He underlined that the EU transfers data only to countries that have adequate safeguards for data in place, which is why an increasing number of countries adopt national GDPR-like data privacy laws. This chain reaction may change the consumer world forever. Cassanelli brought forth the issue of cookie policies on websites, stating that a new technological solution to fix the issue could be articulated in the upcoming ePrivacy regulation. Companies are trying to protect their brand and remove illicit products from the market through intellectual property rights (trademarks, design mark, copyright) claims, but can intervene only on solid legal grounds. They are also increasingly investing in cybersecurity measures to avoid data breaches, which are costly in terms of money and reputation. Cassanelli also underlined that scalable technological solutions are necessary for SMEs to comply with the GDPR. He concluded that the WTO can be an essential player in motivating countries to adopt similar data protection laws in the future, as WTO participation would enable businesses to comply with the rules more easily.