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The Warsaw Voice » Business » July 4, 2014
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Media in brief
July 4, 2014   
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Poland Promoted on BBC World News
BBC World News is airing a new advertisement until July 22 that highlights how far Poland has come in the 25 years since the end of communism in the country.

The ad, which runs until July 22, is at the heart of a zl.8.4 million campaign launched by Poland’s Foreign Ministry and designed by the Saatchi&Saatchi agency to promote the country abroad.

Entitled “Poland. Spring into new,” the 30-second television ad features famous photographer Chris Niedenthal, who recounts the changes that have taken place in Poland over the past quarter of a century. Depicting Polish people as energetic and resourceful, the ad has been screened by several channels as well as by the BBC, mostly in Britain. The ad ends with a logo promoting Poland designed by the Saffron Brand Consultants agency in Britain.

The campaign promoting Poland will continue until autumn and alongside Britain will be conducted in Germany, Belgium and Sweden.

Right to Be Forgotten
In a landmark judgment, the Court of Justice of the European Union has ruled that internet users can demand that search engine operators such as Google remove links to information about them that is irrelevant or outdated.

“The right to be forgotten online is designed to protect privacy, yet the removal of personal data from a search engine will be a very difficult operation technically,” Michał Boni, Poland’s former administration and digitization minister, told the Newseria Biznes news service. Boni added that the ruling will speed up work on a new EU regulation on the protection of privacy and personal data.

If search engine results yield incomplete, irrelevant or outdated information about an individual, the person may request that their name is deleted, the Court of Justice of the European Union ruled in May.

If a search engine operator fails to take action, the internet user will be able to ask supervisory authorities or a court to order the removal of the link in question.

Experts say this could revolutionize the way people use the internet and change the role of search engines.

Google argues that erasing some search results would be tantamount to censorship. The company says it only provides data that is already available on the internet.

According to Boni, the right to erase faulty information about individuals is designed to protect their privacy. It will not be deleted automatically, but only at the request of the concerned party. The same will apply to the planned EU regulation on the protection of privacy and personal data, on which lawmakers are currently working. According to Boni, the court’s ruling should accelerate the completion of this work.

The recent court ruling is a signal that a debate is needed on legal regulations proposed by the European Parliament concerning protection of personal data, Boni said. National governments have still to be persuaded to accept these changes in order for the regulation to become law throughout the European Union.

Billions on Advertising
Polish companies spent almost zl.4 billion on advertising on TV, radio and in newspapers in the first quarter of this year, according to a report by the Institute of Media Monitoring. The pharmaceutical sector spent the most on advertising—over zl.860 million. The Aflofarm company topped the table, forking out zl.240 million.

Among the top three sectors in terms of advertising expenditure was the food industry (zl.515) and retailers (zl.470 million.) Also among the top five were the media industry and the cosmetics sector, which spent zl.303 million and zl.287 million respectively. Companies in the financial sector—such as banks, insurers and investment fund companies—ranked sixth with around zl.270 million spent on advertising.

The Institute of Media Monitoring study shows that the IT and public administration sectors spent the least—zl.3.3 million and zl.1.7 million respectively. In comparison, the biggest spenders in the food and retail sectors—Ferrero and Lidl—plowed around zl.50 million and zl.85 million into advertising on TV, radio and in newspapers.
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