New nightmare EC privacy regulations need to be explained


New nightmare EC privacy regulations need to be explained

The EC Privacy Regulations will have massive implications for the industry. But few people understand them. So here's a briefing even a salesman could understand

From May 25 the new European privacy laws come into play and will determine how web users can be tracked online

·         The changes will require technology companies, retailers and other suppliers that track information online (usually via cookies) to seek consent from web users in order to do so

·         The law essentially allows a consumer to decide for themselves if they want to be tracked by a company

·         Companies track consumers with cookies to collect data on their online activity and interests. This helps them target offers to specific individuals. 

·         With this law, companies in the EU need permission to track people and companies outside of the EU working within the EU need to be aware of the changes - it affects how they market to consumers

·         The legislation impacts every marketer who interacts electronically with customers and prospects based in EU countries

·         Some companies, like Eloqua, will help marketers comply with the new opt-in requirements by automating the process of requesting opt-in consent from online visitors

·         It does this by automatically updating customers' databases with contacts' opt-in status

·         Users have to check a setting in the application to trigger the automated process, regardless of the recipient's country of residence

This was first published in May 2011

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