ePrivacy Directive

What the EU’s new EPrivacy Regulations means for Web Analytics Platforms

The ePrivacy Regulation will likely be finalised by 2019 and will revoke the ePrivacy Directive, which is also referred to as the “cookie law”.

While the General Data Protection Regulation (GDPR) legislates on personal data, the ePrivacy regulation is more concerned with electronic communications and the privacy implications of their transmission.

According to Recital 2 of the ePrivacy regulation, the provisions laid down by the ePrivacy regulation are intended to “particularise and complement” the rules on personal data provided by the GDPR by “translating its principles into specific rules.”

In a practical sense, and in terms of what’s most likely to be of interest to individuals and organisations, it regulates on topics including direct marketing, the transmission of communications between devices, browsers and cookies.

Interestingly, and unlike the GDPR, it also specifically references “web measurement,” which will be of particular interest to webmasters and marketers who are unclear on the extent to which GDPR applies to web measurement platforms like Google Analytics and Adobe Marketing Cloud.

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