Disclosing Data Breach: Implications for Marketing Management

Running Head: MARKETING MANAGEMENT 0
Marketing Management
Principles of marketing management
(Student Details:)
10/17/2018

Marketing Management 1
Principles of Marketing Management
Introduction
This discussion is about essential disclosure of the data breach to the customers whose
personal data is exposed during the breach. A data breach happens when any personal info
held by an organisation is leaked, lost or stolen by unauthorised disclosure. If a data breach
includes personal info, it must be revealed on time. The breach can result in serious damage
to any of the affected individual (Bogle, 2018).
Data breach information legal rules in Australia
Presently, businesses and firms that are operating in Australia are subject to the nation's
new notifiable data breaches (referred as NDB) scheme. According to the scheme, companies
will have to report the Office of the Australian Information Commissioner (referred as OAIC)
and all individuals who will be affected in case personal info is leaked, lost, or stolen.
The NDB scheme is applicable to all organizations as well as agencies along with prevailing
personal info security obligations under the Australian Privacy Act 1988 (Privacy Act) from
22 February 2018. Moreover, Agencies and organisations have to be equipped to execute a
fast assessment of a doubted data breach to control the extent of serious harm to their
customers (Australian Government, 2018).
Uber data breach
During the late 2016, two persons outside the Uber Company had wrongly retrieved user data
warehoused on a third-party cloud-based service that the company use (Khosrowshahi, 2017).
The persons downloaded data files holding information, containing:
 Drivers’ data: The names as well as driver’s license numbers of above 6, 00,000
drivers of the United States.
 Riders’ Data: Personal info of 57 million Uber-users worldwide, inclusive the drivers
mentioned above. The personal information contained names, email IDs and mobile
numbers.