Today, the UK has GDPR-based laws and data exchange agreements that respect European principles. But the music can change
There is excitement in the office English privacy guarantor,Information Commissioner’s Office). Perhaps, also thanks to Brexit and the need to rediscover a central role in the debate on the data economy, The UK wants to lead the privacy guarantors of the G7 countries to find International Agreement on the Law of Cookies. The common perception is actually that users suffer from the so-called Cookie fatigue NS approval fatigue, or fatigue caused by the numerous signs that users accept inertia without even reading. Instead of having a banner for each location, London’s proposal is Manage everything centrally from the browser, from the app or from device. The hope is that the agreement between the Group of Seven, which is the United Kingdom, Canada, France, Italy, Japan, the United States and Germany, will allow pressure on multinational companies to find common solution.
that of central solution From the browser is nothing new So much so that Brussels has been talking about it for years. For some time, in parallel with the entry into force gdprAnd An attempt was made to update the European standard regulating cookies, guidance electronic privacy Which governs the privacy of electronic communications and which should soon become regulation, is the same throughout the Union. Needless to say, no agreement was reached on this point, and also thanks to the pressure of those Companies whose business model is based on profiling Allowed by cookies, which are necessary for online advertising.
Cookies are a complex and evolving problem. While the legislator has been slow to find a clear solution, on the other hand Apple and Google They have already done or are doing what the British have suggested. In Safari, Apple’s browser, it has been possible for some time to restrict tracking and For a few months it has also been in iPhone apps, while regarding Google being the company Working on an alternative to abandoning third-party cookies Short Block them from the browser.
So the real challenge is to find a way that does not stop at cookies which will soon be overcome by browsers but above all by the spread of the Internet of Things and virtual assistants. Think Check tracking From the browser is the solution that Does not withstand technological development And the choices already made by the two major players.
To save the cookie banner or not
According to some, one of the effects of cookie blasting can be one Blind acceptance of the bannerAnd Which may be counterproductive despite the intent to provide more information. Too bad the assumption is wrong. The consent provided should not, as usual, lead users to uncheck the profiling boxes. On the contrary, click the X to close or any button reject all, should not be tracked. To make this explanation explicit it was in July Privacy guarantor who posted new guidelines on this topic which will take effect in January.
While it’s true that streamers can be a bit annoying, it’s also true The user does not necessarily want to be tracked. Allow Tracking Receive more targeted ads on trusted sites. With the unique setting from the browser, this ability to choose can be lost. In this case, the banner should remain accessible to change browser settings if the user wishes to for some sites.
If the national guarantors in Europe give their guidance, in the United States, as evidenced by a editorial The New York Times Which includes data from IAPP, the largest international association of privacy professionals, and it appears difficult to reach an agreement quickly. today alone Three states have privacy law And companies are completely free to track users and resell their data without having to inform them.
The UK remains under special surveillance
Beyond good intentions Despite the fact that a Agreement between the United Kingdom and the European Union With regard to the transmission of data between the two banks of the Channel, London remains under special surveillance due to the announcements of shortages Amending privacy legislation Which today fully follow the General Data Protection Regulation. Specifically for these announcements, the European Commission has exceptionally provided a limited four-year term for the agreement facilitating data exchange, without prejudice to the possibility of canceling the agreement if existing protections are not available.
The basic idea is thatRemove those unjustified barriers To transfer data between countries while maintaining an adequate level of data protection‘, as he said in ‘Interview with Iapp Joe JonesDeputy Director of International Data Transfer at the UK Department of Digital, Culture, Media and Sport. Certainly Europe will have to verify that the desire to do business with the United States or the United Arab Emirates does not trump the protection of rights.
In the meantime, a new English guarantor will be appointed soon, which isFormer New Zealand Guarantor John Edwards, which, as it relates to PoliticoAnd She has a less than idyllic past with the big tech of Silicon Valley. It will be his arduous task to find the right balance between the desire to give impetus to the international flow of data and the need not to alter the balance and relations with Brussels.
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