Positive feedback from Ansip about ePR

Some good news about the latest proposal for an ePrivacy Regulation. It does not prohibit making access to websites conditional on consent to targeted advertising. Also there is an exception for 1st party analytics and language clarifying that ad block detection does not require consent under the new proposal. Lastly, self-regulatory measures to improve transparency about targeted advertising and online tracking techniques are recognized.

As you may remember, IAB Europe led the charge in two joint letters to the European Commission in Q4 2016 on the expected proposal for an ePrivacy Regulation. “European publishers urge European Commission to recognise importance of digital advertising in review of the ePrivacy Directive” (23 November 2016); and “European publishers, the digital advertising industry and direct marketers have expressed serious concerns about the ePrivacy Directive review” (22 December 2016).

Here you may find the response to these two letters by Vice President Andrus Ansip.

Despite the proposal presented in January being a net negative, VP Ansip and the European Commission in general acknowledged the importance of digital advertising in their public communication. In his response, the vice president explains that, in his view, the Commission presented a balanced proposal. He points out that the proposal does not require websites make available a subscription without advertising and doesn’t prohibit making access to websites conditional on consent to targeted ads. Ansip also highlights the new exception for 1st party analytics and language clarifying that ad block detection does not require consent under the new proposal. Lastly, Ansip warmly welcomes all self-regulatory measures to improve transparency about targeted ads and online tracking techniques.

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