45 Marketing Trends found for Regulation / Mainland Europe

...  General Data Protection Regulation [GDPR] which will take effect in May 2018.

It’s fair to say that legislation has failed to keep pace with the speed at which technology and big data has advanced – particularly the ability of a company to gather, store and analyse data.

GDPR is specifically intended to enhance data protection and the right of EU citizens to privacy, giving them greater control over their personal data and its use by marketers.

The new Act represents a complete overhaul of the legal requirements that must be met by any company handling EU citizens’ personal data – and that also includes employees’ personal data.

The implications of GDPR are not to be sneezed at. Companies who fall foul of the regulation and are found to be misusing personal information face stiff fines of up to €20m or 4% of annual worldwide turnover, whichever is the greater of the two.

Read the original unabridged Forbes.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

.... data protection and privacy for all individuals within the European Union.

It also addresses the export of personal data outside the EU. One of the big questions surrounding GDPR is exactly how ad tech vendors who don’t have first-party relationships with consumers will get their consent to continue using their data for ad-targeting purposes.

However, Google does have a first-party relationship with its consumers on products like Gmail and search, but most consumers probably aren’t aware of its ad tech brands such as DoubleClick and AdSense.

As reported in the Wall Street Journal, Google is set to update its ad policies in the coming days, requiring the third-party websites and apps that use Google’s ad tech to be responsible for obtaining consent.

Read the original unabridged Wall Street Journal.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

...  all entities holding data on EU citizens to bring themselves in line with the new requirements.

Or at very least figure out what they should be doing differently. 

Marketers and their compliance departments are now so bogged down in the minutiae of the new regulations that they’re failing to acknowledge the bigger picture.

GDPR is just the beginning of an even larger, more structural shift in which consumers begin to grasp the inequities of the "value exchange" in which they've been unwitting participants for years. This shift will continue to have implications for marketers well after the dust from GDPR settles.

Read the original unabridged MediaPost.com article.

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... offline service providers.

Says Ms Jourova: “EU consumer rules should be respected and if companies don’t comply, they should face sanctions.

However, she concedes that “Some companies are now making their platforms safer for consumers; however, it is unacceptable that this is still not complete and it is taking so much time.”

Facebook, however, claims that it has worked with EU authorities to make changes to its terms and to ensure greater transparency. It said further updates of the terms were planned later this year.

“We have long had tools in place to inform people about content removals and intend to expand these tools later this year,” claims a Facebook spokeswoman.

Read the original unabridged Reuters.com article.

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... General Data Protection Regulation [GDPR].

According to Cambridge Massachusetts based Forrester Research, 80% of firms affected by the GDPR will not comply by next May.

Moreover, of those non-compliant companies, 50% will intentionally ignore the EU regulation. Predicts Forrester: "Firms have weighed the cost and risk factor and are taking a path that presents the best position for them."

Forrester also predicts that the remaining 50% of companies will try to comply and fail.

Moreover: “The sleeper issue of 2018 will not be compliance but how consumer advocate groups use GDPR to prosecute their agendas by using the regulation’s ‘right to be forgotten’ clause—exhausting companies’ resources and damaging their brands.”

Read the original unabridged Mediapost.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

... statute making it easier for publishers to demand payment from the US duopoly for indexing and reposting even small pieces of their content.

However, the law isn’t yet final. It still has to be approved by the Parliament’s legal affairs committee, with a vote due in October 2017.

Despite Parliament's snail-like legislative progress ithe situation is causing alarm among internet freedom advocacy groups, especially as the new law would affirm publishers’ ownership and copyright protections for all content they create.

This would bar Google and Facebook from automatically “scraping” the content and distributing selected clippings to their users, either in search results or news feeds, unless publishers opted in to allow these automated functions.

Moreover, to Larry and Sergey's, consternation the proposed legislation would enable publishers to require payment for Google's right to index and share headlines and other content.

Read the original unabridged MediaPost.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

... market capitalisation.

The Big Five's increasing market dominance is fuelling concerns about competition and data privacy.

US regulators are reportedly about to get tough on the five monopolists, believes Jonathan Kanter, a Washington-based antitrust attorney. who believes attitudes may be changing. 

Google is expected to attract more than 40% of digital advertising dollars this year according to an unnamed analyst, while Amazon is on track to collect half of all US online sales by 2021.

However, in the Spring of this year, a group of Republicans introduced a broader proposal that would require firms such as Google and Amazon - in addition to traditional internet providers - to get user permission before sharing their data.

Read the original unabridged BBC.co.uk article.

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... ad brokers and website publishers.

The European Commission, the trade bloc’s executive arm, this week proposed new rules that would require web users to actively consent to the use of cookies, tiny pieces of code deployed on web browsers that track individuals’ online activity.

The draft rules are intended to protect user privacy and provide more transparency as to how companies use an individual’s data. According to a recent survey, 80% of Europeans say it is important that tools like browser cookies are only allowed with the user’s permission.

According to a EU press release: “Transparency is important. People must know whether information stored in their devices is being accessed or whether their online behavior is tracked.”

When installing a browser or any other software facilitating electronic communications, users would have to choose whether to allow or reject the tracking for marketing purposes before continuing with the installation.

Read the original unabridged WSJ.com article.

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... devastating consequences.

The catalyst for this time bomb is the European Union’s new GDPR [General Data Protection Regulation], which will take effect on 25th May 218.

Under this new regulation, the rights of individuals (including customers and employees) are significantly enhanced, giving them the right to request access to their data plus details as to how it has been processed.

The legislation goes further - much further - than just contact details. It can also include notes from telephone calls or every email sent to and from the company. Moreover companies will be obliged to share this data with the individual free of charge.

Read the original unabridged TalkBusiness.co.uk article.

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... alleged tax-evasive excesses of American tech giants.

The EU's move is just the first shot in what is expected to be a busy autumn for European officials, who are pushing forward a raft of regulations and investigations aimed at altering the behavior of a cadre of US-based internet superpowers. The moves are supported by a host of players—from EU regulators in Brussels to a bevy of national authorities across the continent. They are targeting areas ranging from personal privacy to anti-competition issues.

In coming weeks, EU bodies plan to debate new telecom rules that could expand to cover services like WhatsApp, proposed legislation to push news aggregators to pay newspapers for showing snippets of content, and potential audiovisual rules that would force companies like Netflix Inc to finance European movies.

At the same time, authorities in capitals like Brussels, Paris and Berlin are pursuing investigations involving big companies like Google, Amazon and Facebook, concerning alleged tax avoidance, anticompetitive behavior and privacy concerns.

“It’s an avalanche coming,” says James Waterworth, vice president for Europe at the US-based Computer & Communications Industry Association, a lobby group that represents Amazon, Facebook, Google and Netflix. “There’s a political sense from some camps that these big, extraterritorial companies are getting away with things that need to be addressed.”

Read the original unabridged WSJ.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.