May 31, 2018 — By: George Slefo, Advertising Age
The EU's General Data Protection Regulation (GDPR) came into force last week, and Advertising Age explores how publishers are taking different approaches to consent under the new regulation.
"Some publishers provide an easy way to opt out of being tracked," wrote Advertising Age. "Others ... don't. And one offers an ad-free, no-tracking version of its subscription (for a higher price)."
"Asking consumers to pay their way out of tracking seems to be permitted under GDPR, which carries fines of roughly $25 million or 4 percent of global revenue, whichever is larger," Advertising Age wrote. "The Article 29 Data Protection Working Party, which is largely responsible for interpreting the rules of GDPR, [initially] said charging extra money for an ad-free, no-tracking experience was not allowed." However, that stance was changed in April, Advertising Age noted.
The GDPR has only been in place for one week, and "[t]he law didn't say publishers must carve their approach in marble," Jay Seirmarco, senior VP of operations and legal affairs at Pixalate, is quoted as saying in Advertising Age. "The first phase was compliance, so they may be offering a compliant solution and taking a wait-and-see approach to see how everything shakes out."
Read the full article on Advertising Age.
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