US technology companies and advertizers have been seeking data accessed in connected cars a senior figure at German car manufacturer BMW has said. For example, data outlining how long a car engine has been running matched with location data, could allow advertizers to promote outlets such as restaurants, service stations etc nearby and offer incentives to buy.
Ian Robertson, Head of sales and marketing, said that BMW had so far resisted requests to share data with those businesses, according to a recent report by the Financial Times.
Munich-based technology law expert, Stephan Appt of Pinsent Masons, the law firm behind Out-Law.com, said that BMW’s approach to sharing data is in line with the cautious nature of privacy rules in Europe. However, he said it highlights the different standards on privacy that exist between the EU and US regarding connected car data sharing.
In November 2014, two major US-based automotive industry bodies agreed new ‘privacy principles’ for connected car data, but Appt warns that these principles “may fall short of what European data protection authorities would be able to accept”.
A recent European Commission survey found that 51% of consumers in the EU would be willing to have a connected vehicle, while 38% said their acceptance would be subject to data anonymity or the ability to opt in to data connection services.
Appt said at the time that the survey had highlighted that there are “mixed feelings about car connectivity” and that “privacy concerns” could be the underlying reason behind them.
According to the Financial Times report, BMW has said that it has put IT security measures in place to prevent advertizers (and others) from unauthorised access to data relating to the running of its cars.
To read the Financial Times report, please visit www.ft.com for more details.