With a new e-privacy regulation the EU Commission wants to complicate the analysis of users. Users should be able to decide whether they can be traced or not. The advertising industry is therefore afraid of large revenue losses.
Notice advertising industry criticized EU plans to ePrivacy Regulation.
The new data protection regulation will enter into force next year. (Picture alliance / dpa / EPA / Justin Lane)Electronic communication no longer takes place only by telephone or SMS.Today, there are numerous communications services such as Skype, WhatsApp or Facebook Messenger, which are based on the Internet infrastructure. The EU Commission has also recognized this. With the reform of the EPrivacy Directive, the same requirements for the confidentiality of communication will apply to all these providers in the future. In essence, the reform of the 15-year-old rules is a logical step, said Vice-President Andrus Ansip, presenting the Commission’s plans. The high level of data protection, which will come into force next year, should also apply to telecom providers.
Citizens will always have the right to say “yes” or “no” when it comes to the use of their data – both messages and metadata, as well as information on mobile devices.
Three-thirds of revenue from websites by advertising
This could have a clear impact on the advertising industry. Online tracking, ie the recording and analysis of the surfing behavior, for example using cookies, becomes much more difficult. In any case, users would have to give their consent beforehand according to the new rules. Only then could personalized advertising be tailored to users at all.
This could affect the many free offers on the net, my Matthias Matthiesen of IAB Europe, the association of the online advertising industry. Three-thirds of website revenue in Europe came from advertising:
“If you pull the ground under your feet from this business model, it means that there will either be fewer offers or offers to be paid for, and whether that is in the sense of the consumer I dare to doubt.”
We pay with our data
We pay free services with our data. Many are not aware of this, writes the activist Joe McNamee of the data protection organization EDRi. The Commission’s proposal is therefore a step forward:
“You need power over your data, and if you have power over your data, you can pay with your data, because you know what you count, and as long as we have a market where nobody knows what it counts, You do not have a market, you are not a consumer, you are the product. ”
The advertising industry has therefore no interest in more transparency, says McNamee. However, the stricter rules could lead to less data protection in practice, says Matthias Matthiesen of the online advertising association IAB:
“If you are bombarded every day with declarations of consent and are always the same, then you do not worry any more.”
It uses the so-called cookie fatigue: Users simply click the cookie notes away without reading them.
The Commission has also recognized the problem. In the future, users should be able to preset in their browser, if they accept cookies, with which advertisers could analyze their surfing behavior. Originally, it was even planned that after installation, browsers must have the strictest privacy settings – which can then be customized by the user. Privacy by Design, so the name of this principle. This proposal went too far to the Commission. Now the EU Parliament and the Member States will deal with the draft Commission. The aim is that the new rules can enter into force in just over a year together with the Basic Data Protection Act.