The GDPR has come into effect, changing how personal data is stored. Now, the next step is finalizing and implementing the new ePrivacy regulation. For online marketers, the ePrivacy regulation could have more of an impact on what is done to collect data, how it’s collected and stored, and how consent is obtained to collect, store and use the data. For digital marketers anywhere, this could lead to big changes.
What is the ePrivacy Regulation?
The ePrivacy regulation is designed to enable people to decide how they want their online activity data to be used. Instead of choosing this for every website they visit, they’ll make the decision on each internet-enabled device they own. Basically, they’ll be able to make this decision through each browser, not for every website. The idea is to make it easier for everyone to control how their data is used.
When Will the ePrivacy Regulation Start?
The exact start date is not known at this time. It was intended to start alongside the GDPR, but the regulations have not been finalized yet. Experts believe it should be in place within a year of the GDPR being implemented, as the adjustments needed to finalize it could take some time. However, it may not be ready for implementation until late 2019 or early 2020.
How is This Different From the GDPR?
The ePrivacy regulation and the GDPR are both intended to cover the same subject, but the ePrivacy regulation would override the GDPR. GDPR was created on the basis of protecting personal data. The ePrivacy regulation is intended to protect a person’s private life. It focuses more on the end-user instead of the data itself in an effort to protect the user’s privacy the entire time they’re online. Both of these are designed to complement each other and to work together to protect the privacy of anyone who is online.
Who is Impacted by the ePrivacy Regulation?
Like GDPR, the ePrivacy regulation is an EU policy. However, this doesn’t mean that other countries will not be impacted. All digital companies need to be aware of the new regulations, what they handle, and how to comply with them as the policies are focused on EU consumers, not EU businesses. Businesses, no matter the location, will need to comply with the ePrivacy regulation if they have any customers or website visitors in the EU. This means all digital marketing professionals will need to be aware of the ePrivacy regulation.
The Differences in Using Cookies for Advertising
One of the biggest differences is how cookies will be used for advertising. Basically, users will need to give their express consent to have their data used by a website through cookies, software updates, and other means. Right now, companies can block their website from being accessed if the person does not consent to having their data used by the website. This will change, as this is a way to force consumers to allow their data to be used. With the ePrivacy regulation, the consumer will have to be able to give their consent freely, without being coerced into giving it, when they visit a website.
How This Impacts Digital Marketing Professionals
Digital marketing professionals will need to make sure they comply with the new ePrivacy regulation when it goes into effect. Right now, the data collected makes it possible for digital marketing professionals to target their audience anywhere they are online, enables them to target potential customers based on their online behavior, and helps the companies they work with see the impact their digital advertisements are having. This can make a huge difference in how much businesses will spend on advertising online as well as how digital marketing professionals can reach target customers.
How Can Digital Marketers Prepare for ePrivacy Regulations?
Preparation begins with following updated information on the ePrivacy regulation and how it might change before it’s implemented. Digital marketing professionals should make sure they understand exactly what the new ePrivacy regulations entail and what they can do to continue to target consumers, to show relevant data to the businesses they work with, and how they can make sure they are compliant with the regulations.
While the ePrivacy regulations are not in effect yet, understanding what they include and what they will impact is crucial. Digital marketing professionals today should keep a close eye on the ePrivacy regulation as it is finalized and start working on preparations today to ensure they will be compliant to minimize the impact it might have on their business.