Brussels, 01/02/2010 (Agence Europe) - At the fourth annual Data Protection Day, on 28 January, the European Commission reiterated that the measures it applies in terms of internet technology are necessary in all sectors of the economy and society in order to protect the privacy and personal data of the European citizens. “Although innovation is a vital component of contemporary society, this does not mean that it should be allowed to go against the fundamental rights of individuals to have their privacy respected”, stressed Viviane Reding. The commissioner, who will swap the “information society” dossier for justice and home affairs, said in the framework of her current portfolio that she intended to ensure that the rules on this issue would remain in step with technology and allow everybody to enjoy the right to be kept informed of all cases in which their personal data could be legally used (see above). In a press release, the Commission also reiterated the initiatives it has already taken to protect consumers: 1) a recommendation adopted on 12 May 2009 on smart tags for the purposes of radio frequency identification (RFID) inserted into products, such as public transport cards, stipulates that these devices used in retail must be automatically deactivated (EUROPE 9900); 2) an agreement negotiated in February 2009 with 18 (20 since June) major social networking companies such as Facebook (EUROPE 9837) to protect their clients. A report on progress made since then will be presented on Safer Internet Day, on 9 February. Amongst other things, this report will see how many of these companies make the profiles of the under-18s private and not searchable by default; 3) the new telecoms rules, which were adopted in December, now make it obligatory for providers of telecommunications services, such as internet providers, to alert the authorities to any security infringements bringing about the loss or abusive use of personal data. These rules reinforce consumers' rights to be informed when devices such as cookies are installed or accessible on their computer; 4) on 14 April 2009, the Commission started proceedings against the United Kingdom concerning the use by internet service providers of a behavioural advertising technology that scanned the citizens' internet use. The case entered its second phase on 3 November 2009 and the Commission is still waiting for information from the United Kingdom. (I.L./transl.fl)