But today’s intense focus on GDPR is potentially overshadowing another, perhaps equally important, debate bubbling up in Brussels. One that could have just as much of an impact on marketers: ePrivacy.

The current ePrivacy directive, which came into force in 2012, is responsible for all those annoying banners you get whenever you visit a website for the first time.

Typical cookie banners read as follows: “By continuing to use this site you consent to the use of cookies on your device as described in our cookie policy. You can change your cookie settings at any time.”

However, the rules are now regarded as pretty ineffective, even by the European Commission – as many countries have simply required websites to run cookie banners.

As part of the process of revision, three different bodies will publish draft versions of what they would like the updated ePrivacy regulation to look like before trying to reach a compromise.

So far, two draft texts have been published: the European Commission’s and the European Parliament’s. National governments in all 28 European countries (including the UK) are currently in discussions to agree what their draft text should say, although this could take another six months.

However, the drafts that have currently been published – if unchanged – could have a significant impact on the use of cookies and other tracking technologies that are widely used to target and deliver online advertising.

Sourced through Scoop.it from: www.marketingweek.com