PROBLEMS OF PERSONAL DATA PROTECTION IN THE FINANCIAL MARKETING SYSTEM

Introduction. In the conditions of considerable strengthening of a competition between the enterprises in the market the important task for them is observance of business ethics – principles and norms of behavior. These norms directly concern both the internal environment of enterprises (their development of product, price and sales policy, promotion of goods and services) and the external environment (customer service, maintaining relations with suppliers and intermediaries, conducting environmentally friendly activities). Although information security technologies are advancing rapidly, even leading experts cannot always guarantee the absolute security of customers’ personal data. The bigger, more influential and profitable a company is, the more attempts and ways to steal important data from outsiders and competing companies appear. The article outlines the problems of personal data protection in the financial marketing system. The purpose of the article is to systematize the scientific basis for ensuring effective protection of personal data of consumers of financial marketing. Methods. The study used general scientific and specific methods that ensure the reliability of the results and conclusions: dialectical, epistemological and logical; induction, deduction, scientific abstraction and generalization; structural analysis; techniques of abstract-logical method; comparative and content analysis. Results. It has been established that the majority of personal data leaks occur due to the human factor – intentional or unintentional actions of employees of enterprises. The main reasons for information leakage outside the enterprise have been identified. The methods of ensuring the protection of personal data are grouped into three groups: economically organizational, legal, software and technical. Perspectives. The subject of further scientific research is an in-depth study of the problems of financial marketing in the personal data protection system.