Trademarks and Brands

Privacy, Data Protection and Electronic Direct Marketing – The Changes Ahead

by Diane Plaut on Friday, 27 April, 2018

As the world prepares for the implementation of the General Data Protection Regulation (GDPR) on May 25th, the next wave of legal changes in the realm of privacy and data protection comes with the implementation of the ePrivacy Regulation (ePR). The ePR, which has not yet been finalized, will replace the ePrivacy Directive and is expected to be implemented in early 2019. The Regulation, like the GDPR, institutes stiff fines for non-compliance, puts into place stricter enforcement standards and, is a legal act which is immediately enforceable as a law in all member states of the European Union. This law will apply to any business that provides any form of online communication service, uses online tracking technologies or engages in electronic direct marketing. 

The GDPR regulates the processing of personal data by both EU and non-EU organizations. The ePR is intended to complement the GDPR and introduces stricter rules that organizations must follow when sending electronic direct marketing communications and changes the current rules in relation to the use of cookies and similar tracking technologies. 

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Topics: privacy, data protection, GDPR, ePrivacy


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