"Media companies in Serbia are not sufficiently aware of the importance of personal data protection, nor are there developed procedures regarding the fulfilment of standards in line with new rules for personal data protection. Taking into account media business models in a digital environment, which are substantially based on collecting data of visitors and users of websites, it is necessary to advance their practices and internal policies. This is necessary so that they can use the potentials of digital economy and respect the privacy of their audiences in accordance with the new legislation." (Summary)