ePrivacy Regulation is on its way
New EU Privacy law due in 2019
Just when you thought it was safe after GDPR…another EU regulation is set to strike.
When the General Data Protection Regulation (GDPR) came into force in May 2018 it was proposed that a new ePrivacy Regulation would be implemented at the same time. Although the ePrivacy Regulation wasn’t ready then, a new date for its release is now expected this year.
The ePrivacy Regulation will update the existing EU ePrivacy Directive, aligning it more closely with the privacy regime set out in the GDPR. Like GDPR, it doesn’t just affect companies that are physically located in the EU; any country dealing with the information of EU citizens will have to comply, with possible fines for those that don’t.
The new law will regulate activities such as:
- Direct marketing
- Website audience measurement
- The transmission of communications across devices and browsers
- Cookies set on users’ machines.
While GDPR is a general regulation which protects personal information, the ePrivacy Regulation is designed to focus on the confidentiality of users’ electronic communications at every stage of interaction and applies to both personal and non-personal data.
The scope is huge – anywhere online interaction occurs, through emails and websites to social networks and instant messaging, the regulation applies.
We will have wait to see what the final the wording of the regulation is, but Amethyst believe this this will mean communication to third parties about where you were, what computer you used, what browser you used, what you communicated and even the time you communicated it can no longer be shared.
It would appear that anyone gathering information about the social habits of individuals will no longer be able to do so.
Some companies - such as online advertising, direct marketing and digital services - may be more affected by the ePrivacy Regulation than others, but it is important for everyone to be prepared. Being GDPR compliant will no longer be enough.
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