PERSONAL DATA USE AND CONSUMER AWARENESS IN THE FINANCIAL SECTOR.

THE LATEST TRENDS IN USE OF PERSONAL DATA BY THE ENTITIES OF FINANCIAL SECTOR MAY BRING ADVANTAGES FOR THE END-USER AS A TAILOR-MADE OFFER OF FINANCIAL SERVICES MAY BE MORE APPROPRIATE AND CHEAPER. BUT THIS OPPORTUNITY INCLUDES ALSO SOME RISKS AS THE AMOUNT OF DATA CENTRALIZED BY THE FINANCIAL INSTITUTIONS OR THE EXTEND TO WHICH THOSE DATA ARE USED MAY BE RESPONSIBLE FOR NEGATIVE RESULTS (CYBER-CRIME OR REJECTION OF CUSTOMERS). THE ARTICLE IS INTENDED TO EMPIRICALLY EVALUATE WHETHER THERE IS A LINK BETWEEN THE IMPROVEMENT IN THE GDPR USE AND THE FINANCIAL LITERACY OF THE FINAL CONSUMER OF FINANCIAL SERVICES. BASED ON A QUALITATIVE ANALYSIS OF THE REGULATION IMPLEMENTED AT INTERNATIONAL LEVEL, THE PAPER SUMMARIZES THE MAIN CONCERNS OF THE NATIONAL AUTHORITIES IN ORDER TO IMPROVE THE PROTECTION OF THE CUSTOMER BY RAISING AWARENESS OF THE USE OF HIS/HER PERSONAL DATA BY THE FINANCIAL SERVICE PROVIDERS. THE ANALISYS MAY BE USEFUL FOR THE PERSONAL DATA OPERATORS AS THEY MAY ADAPT THEIR INTERNAL POLICY TO BE COMPLIANT WITH THE LATEST PROVISIONS. [ABSTRACT FROM AUTHOR]