The European Commission’s draft ePrivacy Regulation, published earlier this month as the EU works to replace the ePrivacy Directive (aka “the cookie law”), is a game changer for online privacy. It is a big push for a structured framework on technology enablers for companies doing business within Europe. The regulation makes a minimal effort to address the actual use of “cookies,” and getting user consent through cookie banners has been left in the dust.
Instead, the regulation goes into great length explaining case scenarios on technology enabler examples required to have enhanced privacy protection that include an end-user’s consent and transparency on expected usage.
The definition of these technology enablers has expanded under the regulation — highlights include, but are not limited to:
- MAC address
- IMEI device number
- IP Address
- Web bugs
- Hidden identifiers
- Local storage
- Other tracking tools
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