The European Commission has confirmed details of regulation that will, ‘modernise’ digital privacy rules expected to be adopted May 2018.
\ Above: An example of Australian digital advertising
Yes, that means mobile user experience in particular may be improved.
This may require companies to provide greater clarity around personalisation but note the proposed regulations do not apply for B2B:
\ Above: Harley Davidson ran this digital display campaign late last year..
“Users also need to agree to websites using cookies or other technologies to access information stored on their computers or to track their online behaviour. The proposal clarifies that no consent is needed for non-privacy intrusive cookies improving internet experience (e.g. cookies needed to remember shopping cart history, for filling in online forms over several pages, or for the login information for the same session). Cookies set by a visited website counting the number of visitors to that website will no longer require consent.”
LOL… quite the contrast to Turnbull’s approach:
"We want industry to keep for two years a limited range of metadata, which is information about a communication (the who, when and where)... No. The Government is not asking telecommunications companies to retain a person’s web-browsing history".
\ Above: Bupa ran this out-of-home privacy campaign last year.
Interestingly in Australia registered charities don’t need consent… Is that a bit out-dated? Our regulations are known as being reasonably tight in contrast to America for example but there are Australian SPAM rules that I’d describe as a little loose:
"Inferred consent means:
- The electronic address is published 'conspicuously'—that is, it is accessible to the public, or a section of the public (for example, it appears on a website or in a telephone directory or brochure)
- The address is not accompanied by a statement that commercial messages are not wanted"
In New Zealand unsolicited EDM messages can amount to a 500K fine per instance plus a company needs proof and to provide clarity as to what exactly the user is consenting to.
92% of respondents the Commission surveyed said it is important or very important that personal information on their computer, smartphone or tablet can only be accessed with their permission.
Above: One of NAB’s 2016 display ads.
For further details, here’s the press release.