Companies collect extensive data about their customers through bonus programs in order to market to them based on their interests. Nils Christian Haag highlights the data protection shortcomings of existing systems and develops a solution that enables a legally compliant and effective implementation. For this purpose, the customer should be encouraged, after comprehensive information, to allow the use of their personal rights by granting usage rights. This work was awarded the 2009 Science Prize by the Society for Data Protection and Data Security e.V.