On July 21, 2014, the Italian Data Protection Authority published resolution no. 353 of July 10, 2014, which stated that Google Inc shall have to comply with the Italian privacy law in order to process personal data aimed at profiling its Italian end-users and their personality, analyzing consumption patterns and/or choices.
In addition, in order to use data of its end – users for profiling and behavioral and commercial advertising, Google Inc is required to obtain the prior and informed consent, under article no. 13 of the Italian Privacy Code, even from authenticated users, such as users of gmail service, and to ensure its users to exercise the right to object to the processing of their personal data where it is carried out for the purpose of sending advertising materials or direct selling or else for the performance of market or commercial communication surveys.
Ultimately, Google Inc shall retain end –users’ personal data for a determined period.
In addition, Google Inc is required to delete data of end users, which have a Google account, under request, within a maximum period of two months, if their data are stored in the active systems and within a period of 6 months if their data are stored in the back-up systems.