New law passed by EU makes it
illegal to utilize user information sans consent.
In a move to
tighten Internet privacy laws, the EU has passed a law
misuse of online user information. An amendment to the EU privacy
makes it imperative to seek users’ informed consent before placing
on their machines. The aim is to ensure that the online ad companies
access to user information only if the user permits it, having enough
prior to giving such consent. The ePrivacy Directive targets online ad
such as behavioral targeting and audience segmentation.
While the amendment will soon come into force following
completion of certain
formalities, EU member states are required to implement the same,
on the spirit of the law. This development underlines transparency and
as key to Internet ad practices thus protecting user privacy.
be accessed without consent only if it is necessary to provide a
requested by the user.
Several companies market their products to users through their
data, a practice that has given rise to reasonable privacy concerns.
in question effectively deals with this issue providing some relief to
Online advertising companies such as Google, Microsoft, AOL, Yahoo and
will be highly impacted following the enactment of this law. Some
players argue that it is impossible to interpret this law in a way that
delivery of cookies without user consent. The law clearly calls upon
governments to ‘ensure that the storing of information, or the gaining
to information already stored, in the terminal equipment of a
user is only allowed on condition that the subscriber or user concerned
given his/her consent, having been provided with clear and
On several occasions the EU has objected to indiscriminate collection
of Internet user data for online advertising. The current amendment is
that authorities will not tolerate disregard for privacy, be it for any
Given the law’s far reaching implications, EU countries are
likely to soon
implement the same to curb information abuse within their space.
this movement may also encourage other nations to take similar steps to