Pressure mounts on Brussels to rethink ePrivacy proposals

DataIQ News

EU policy makers and member states are facing calls for an urgent review of the current ePrivacy Regulation draft to ensure that the final text provides the right balance between protecting individuals’ privacy and continued economic development across Europe.

More than 70 organisations from across Europe, led by the DMA and Fedma, have joined forces to express fears over the potential impact on business and the knock-on effect to customers of the current version.

In a letter to representatives from all the member states working on the new laws, the organisations outline their concerns with the text and ask for more time to discuss these fully.

The missive calls for the review of six issues within the proposed text, which require further work from policy makers to reach a balanced framework. These include the definition of direct marketing and of automated calling systems, clarifying the rules for business-to-business and communications from charities, and maintaining the existing flexibility surrounding communications to a company’s existing customers.

The organisations claim that the marketing industry is at the forefront of providing customers with personal experiences and enables direct communication between businesses and their customers, and is one of the key tenets of economic growth. They insist that the ePrivacy Regulation must be carefully crafted to achieve the correct balance between privacy and innovation.

Fedma co-chair Dr Sachiko Scheuing said: “The ePrivacy is not just about online tracking and confidentiality of communications. The proposal also provides a fundamental framework for the personalised marketing and advertising industry. This framework must be balanced and reflect the interest and the protection of users as well as enable the direct marketing industry to grow.”