'Completely disproportionate and mad': Why ePrivacy is a looming nightmare for publishers - DigiDay | The CYDigital Blog | Scoop.it
Forget GDPR. Publishers could be in for an even rougher time with the looming ePrivacy Regulation, which will clamp down on how cookies are used for ad targeting, with potentially far-reaching impact for the way digital advertising has operated for over 20 years.

Under the current ePrivacy law proposals publishers and any site owners would need informed consent in order to use any form of cookie. (Under GDPR, there are six different legal bases, albeit two that are used mostly in advertising: legitimate interest and consent.)

An earlier draft also specified that consumers would determine their consent settings via the browsers they used, not publishers directly, making browsers the so-called gatekeepers of consent. That latter part has been deleted in the various revisions, yet numerous European publisher trade bodies, including the European Publishers Council, have stressed their concern that it will be reintroduced.

On Oct. 22, European Union member states will vote on whether or not they agree on the current, revised version of the law. Should they do so, that may speed up the law’s ratification earlier than suspected, according to Angela Mills Wade, executive director of the European Publishers Council. “It’s looking, alarmingly, like it is speeding up,” she said.