THE e-PRIVACY REGULATION

GOOD OR BAD FOR EUROPEAN CONSUMERS?

In revising the ePrivacy Regulation, the European Commission hoped to reinforce trust and security in the Digital Single Market.
However, the proposed reforms would create a number of unintended consequences that would negatively impact the day-to-day life of European consumers.

SCROLL DOWN TO DISCOVER THE DIFFERENT ALARMING SCENARIOS FOR EUROPEAN CONSUMERS

Limiting Today's Wide Choice Of Ad-funded Online Media

Data-driven ad revenue helps make high quality journalism possible. With that revenue diminished, funding for a wide choice of media content will be squeezed. Many independent publishers will start to downsize, and some may even disappear making it more difficult to hold power to account. For the consumer this means far fewer independent sources of information and less diversity of opinion.

Widespread Consumer Confusion

The European Commission sought to make it easier for European consumers to manage their data privacy online. However the proposed reforms to the ePrivacy Regulation would require consumers to set their privacy settings for every website, in every browser and on every device they use. Bombarded with questions, consumers will find themselves exhausted, confused and unsure what “granting consent” actually even means.

The Creation of an App-Wasteland

The tech startups behind some of the world’s best apps often rely on data-driven ad revenue to offer their apps for free and scale up their companies. Without it, their business model basically falls apart. Less revenue will mean fewer startups and eventually fewer apps for consumers.

An Expensive Rude Awakening

Europeans prefer to access content and services for free, but without revenue from data-driven ads free stuff will be in severely short supply. From one day to the next, consumers could be in for rude awakening that requires them to pay up or be left in the cold.

WATCH THE ALTERNATIVE ENDING

If left unchanged, proposed reforms to the ePrivacy regulation would be terrible for European consumers.
Policymakers still have time to alleviate the damage by including more than just consent as a grounds for data-processing (e.g. legitimate interest),
ensuring that businesses can help to inform consumers about the use of their data, and by aligning the text with General Data Protection Regulation (GDPR).
There’s still time to get this right.