According to the NGO, the decision will release “hundreds of millions of Europeans from consent spam”.
European the Union’s data protection authorities have ruled that the data protection pop-ups used by IAB Europe, an online advertiser, are illegal.
The Irish civil society organization ICCL complained to the authorities about the mechanism developed and widely used by IAB Europe.
The Belgian Data Protection Agency issued an opinion on the matter. The data protection authorities of other EU member states also participated in the opinion. The decision is immediately enforceable in all member states.
In its press release, the Belgian Data Protection Agency considers that the organisation’s TCF advertising platform mechanism violates a number of principles of the EU’s General Data Protection Regulation (GDPR). The platform is based on website consent pop-ups.
According to an ICCL bulletin, the TCF platform is used on 80% of websites in Europe. The mechanism has so far been considered in line with the Data Protection Regulation.
“Today’s decision to release hundreds of millions of Europeans from consent spam,” says ICCL senior researcher Johnny Ryan in the organisation’s bulletin.
Belgian In its decision, the DPA imposed a fine of EUR 250 000 on IAB Europe and gave it two months to present an action plan to bring the mechanism into line.
In addition, the agency ordered the destruction of data collected through data protection pop-ups.
The organization is likely to run the technology site Engadget by in practice to rebuild their advertising mechanisms.
The destruction of information collected by the mechanism can also have quite significant effects on the information gathered by technology giants and the European media company. According to the ICCL, more than a thousand companies use the IAB Europe platform.
IAB In its press release, Europe considers that the decision did not prohibit the use of the TCF platform. The organization says it is working to upgrade the platform to comply with the data protection regulation.
The organization disputes some of the reasons for the decision and says it is considering challenging the matter in court.
The Sanoma Group is a member of IAB Finland. Helsingin Sanomat is part of Sanoma.
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