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
against
misuse of online user information. An amendment to the EU privacy
directive
makes it imperative to seek users’ informed consent before placing
cookies
on their machines. The aim is to ensure that the online ad companies
are provided
access to user information only if the user permits it, having enough
information
prior to giving such consent. The ePrivacy Directive targets online ad
practices
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,
without compromising
on the spirit of the law. This development underlines transparency and
choice
as key to Internet ad practices thus protecting user privacy.
Information can
be accessed without consent only if it is necessary to provide a
service, specifically
requested by the user.
Several companies market their products to users through their
personal Internet
data, a practice that has given rise to reasonable privacy concerns.
The law
in question effectively deals with this issue providing some relief to
users.
Online advertising companies such as Google, Microsoft, AOL, Yahoo and
so on
will be highly impacted following the enactment of this law. Some
industry
players argue that it is impossible to interpret this law in a way that
allows
delivery of cookies without user consent. The law clearly calls upon
the national
governments to ‘ensure that the storing of information, or the gaining
of access
to information already stored, in the terminal equipment of a
subscriber or
user is only allowed on condition that the subscriber or user concerned
has
given his/her consent, having been provided with clear and
comprehensive information.’
On several occasions the EU has objected to indiscriminate collection
and usage
of Internet user data for online advertising. The current amendment is
proof
that authorities will not tolerate disregard for privacy, be it for any
purpose.
Given the law’s far reaching implications, EU countries are
likely to soon
implement the same to curb information abuse within their space.
Moreover,
this movement may also encourage other nations to take similar steps to
tackle
privacy issues.
Source: http://www.clickz.com/3635624
