Goodbye Cookie Banners? The European Commission Proposes to Simplify the Cookie Law

This week, the European Commission released its proposal to repeal the existing Regulation on Privacy and Electronic Communication (the ePrivacy Directive (Directive 2002/58/EC)) and to replace it with a new Regulation. Unlike the current EU Data Directive and the new General Data Protection Regulation (GDPR) effective May 2018, the ePrivacy Directive primarily addressed practices of traditional telecommunication providers and new providers of electronic communication services (e.g., Gmail, and others listed below). The reason behind the proposal is to catch up the existing law to the realities of the technological evolution that occurred since the passage of the ePrivacy Directive. The proposal is also expected to ensure consistency in the protections afforded by the ePrivacy Directive, particularly with respect to confidentiality of communications, with the General Data Protection Regulation (GDPR), which will take effect in May 2018.

 

The two most impactful proposed changes are: (1) extension of the application of privacy rules from traditional telecommunications operators to the new providers of electronic communications services, such as Gmail, Facebook Messenger, WhatsApp, and others, and (2) simplification of the rules on cookies. The former proposal would prevent email services, such as Gmail, from scanning the contents of their users’ email for the purposes of delivering targeted advertising, without obtaining the users’ explicit consent. Obviously, this could significantly impact ad revenue of online email and messaging services that rely on targeted advertising for their funding.

 

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