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It expires today the deadline for the implementation of the so called EU Cookies Directive 2009/136/EC amending, among others, the ePrivacy Directive 2002/58/EC setting out specific privacy-related regulations governing the electronic communications sector.
The provision of the EU Cookies Directive that is leading to the most relevant discussions concerns the obligation to require the prior consent (the so called opt-in) from the subscriber/user to the processing of his personal data collected through cookies. Indeed, according to the EU Cookies Directive operators shall be required to provide a privacy information notice to the user and collect his consent before storing or having access to the information in his computer.
This provision has led to considerable complaints from Internet operators also because of the difficulty to implement the above mentioned obligation and the different types of cookies currently available. The goal of EU Cookies Directive is to allow users to have a better control of their data collected on the Internet while they are surfing on the web, but practices like behavioural advertising that represent the most common marketing activity on the Internet can be performed only because of the cookies installed on the users’ terminals monitoring users’ web activity.
Only Estonia and Denmark have already transposed the Directive, but the general question in the market is whether the EU Cookies Directive will oblige Internet operators to change their advertising strategies and whether the EU Cookies Directive will represent a new milestone in the history of Internet!
Do you want to discuss the above? Feel free to contact me, Giulio Coraggio. Also we will keep you posted on the transposition of the EU Cookies Directive in Italy.
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