EU-GDPR: What is it all about? 

On May 25th, 2018 the EU General Data Privacy Regulation (EU-GDPR) and ePrivacy Regulation (ePR) will come into effect. This means that there is a uniform Data Protection Act throughout the EU. It essentially replaces the existing different country-specific regulations and is intended to give EU citizens more control over their data. 

  • Transparency: The user must have control over his data, he should know when and for what purpose it will be collected. He must be able to easily view, modify and delete the data which is collected about him.

  • Scope & start: The Regulation, which will come into effect on May 25th, 2018, will apply to all companies operating within the EU.

  • Penalty: In the event of non-compliance with the data protection regulations, penalties may be imposed up to 4% of the global annual turnover or up to EUR 20 million. 

 

ePR: What is it all about? 

The ePrivacy Regulation (ePR) is based on the EU-DSGVO and is intended to supplement its regulatory area specifically. It is intended to ensure confidentiality in electronic communications and to regulate the handling of personal data in the online area. 

  • Scope & start: According to current status, the ePR is expected to come into effect together with the EU-DSGVO on May 25th, 2018 and expands its regulatory work. Every data-based information exchange is affected, even from computer to computer.

  • Data control: The user must explicitly agree to the use of his data (opt-in), only then cookies or other identifiers may be used.

  • Privacy settings within browsers: It is expected that the browser manufacturers will provide solutions for the ePR within their browsers.

  • Relevance for 3rd party trackers: The ePR is especially problematic for 3rd parties with regard to the do-not-track mechanism, which is to be controlled via browsers as a gatekeeper. It is expected that the do-not-track mechanism is active by default and therefore an opt-out is likely. In order to obtain an opt-in, suitable consent solutions are necessary. 

 

Our solutions:

  • For publishers: A revised version of the existing Consent layer, which collects the opt-in of the user and ensures that personal data is only used with an opt-in.

  • For advertisers: A function for querying and applying the opt-in, especially regarding to profiling-relevant data, which are to be treated as ' personal data ' in the new regulation.

  • Integration: Provision of suitable interfaces for the integration of Consent solutions provided by affilinet to 3rd party providers which already used by advertisers/publishers. 

 

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