The EU Privacy Battle will Intensify in 2019
Through the GDPR, Europe is leading the world in internet privacy and data protection. However, the EU is still far from achieving a high-water mark for data privacy. In 2019, a new privacy battle will be fought between consumer and industry interest groups who – having failed to stop GDPR – will throw all their resources behind blocking or, at the very least, diluting ePrivacy, a supplemental regulation designed to ‘complete’ the EU’s data privacy framework.
As the name implies, the GDPR deals with the general regulation of personal data. The proposed update to ePrivacy rules is intended to work in conjunction with the GDPR — specifically covering electronic communications, online marketing and advertising. It is proposed to bring up to date the laws controlling the use of metadata, gathered through tracking technologies including, but not limited to cookies. The regulation aims to combat the rampant profiling and behavioural advertising that underpins the adtech business model, doing so by requiring transparency of purpose and affirmative (and explicit) consent.
The ePrivacy Regulation will hopefully help support alternative models that don’t use aggressive tracking by putting the emphasis back where it should be: respect for privacy. There will be a first-mover advantage for companies that embrace strategies which build in privacy by design and default. Going beyond mere compliance and offering a true exchange of value with insights, incentives and offers in return for customers offering their data voluntarily without the use of opaque and intrusive tracking technologies.
It’s Time to Embrace Privacy and Consent
The rising tide of privacy regulations prompted by GDPR and the global shift in consumer awareness around data issues is set to lead to a new era for how personal data is captured and handled. The specifics of each regulation will of course differ but they all share a common goal: empowering consumers with ownership over their data. As these new rules come into force, businesses can either ride the wave and thrive in a post-GDPR world, or drown under the weight of evolving consumer expectations as they abandon organisations that they think are untrustworthy.