UK Watchdog, Marketing & Advertising News, AND BrandEquity


The technologies used in online advertising, and the way they are deployed, have the potential to be very privacy intrusive, and new digital initiatives from tech giants must take into account the risks posed by advertising technology. and take into account data protection requirements from the outset, said Elizabeth, UK Information Commissioner. Denham said.

Since 2019, the industry has developed several initiatives that aim to combat the risks posed by adtechs and to move towards less intrusive tracking and profiling practices.

These include proposals from Google and other market players to phase out the use of “third-party cookies” and other forms of cross-site tracking and replace them with alternatives.

“The proposals from Google and other market players are not yet fully realized. There is a window of opportunity for proposal developers to think about the actual application of a data protection by design approach.” Denham said in a notice.

The Commissioner expects any proposal to not only incorporate default data protection requirements into the design of the initiative, but also provide users with the choice of receiving advertisements without data-driven tracking, profiling or targeting. personal. These proposals from the tech giants must “be transparent about how and why personal data is processed in the ecosystem and who is responsible for this processing.” They should also address existing privacy risks and mitigate any new privacy risks introduced by their proposal.

“The user’s choice, consent, control and responsibility must be meaningful. Above all, they must be focused on respect for the law and taking into account the interests, rights and freedoms of individuals”, Denham said.

Tech giants face intense scrutiny over targeted online advertising, data privacy and the spread of false information on their respective platforms.

According to Denham, the 2019 report acknowledged that there are many issues associated with ad technology. This includes the market position of so-called ‘big tech’ companies and the financial vulnerability of certain online services (publishers).

One of the most important is Google’s proposal known as the “Google Privacy Sandbox” (GPS). GPS intends to replace the use of third-party cookies (TPC) and other forms of cross-site tracking with alternative technologies to enable targeted advertising (and advertising measurement).

However, the Commissioner reiterated that participants in the online advertising industry should not wait for proposals such as GPS to reach a more stable point.

“The principles of data protection by design and by default already apply. Market players need to integrate them into any solution or technology they are currently using to achieve their goals. Those responsible for processing activities must demonstrate responsibility vis-à-vis the requirements of the law, ”Denham elaborated.


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