"Transparency & Trust: Privacy in a Data Centric World"

1. Transparency & Trust: Privacy in a Data Centric World
Nick Stringer – Public Policy Consultant
20 October 2016

2. “The EU provides the right to have your
personal data protected by strong, European
laws…because in Europe privacy matters.”
- Jean-Claude Juncker, President of the European Commission
Brussels, 14 September 2016

3. The EU General Data Protection Regulation (GDPR)
• An overhaul of existing EU data protection laws.
• Aims to:
 Update the legal framework to reflect today’s digital world;
 Give citizens greater control over their personal data; and
 Streamline the rules across EU markets – facilitating
availability of commerce across the EU ‘single market’.
• To apply directly in all EU markets from 25 May 2018.
• Existing ePrivacy Directive (aka ‘cookie law’) remains in
place, for now.

4. But what does it mean for advertising?
1.
The new law has a broader definition of personal data -
pulling more advertising data into the ‘regulatory net’.

5. But what does it mean for advertising?
2.
It will be ‘Data Protection Year 0’ for many advertising
businesses - new obligations, such as on transparency
and accountability.

6. But what does it mean for advertising?
3.
The new law has global significance.
It will apply to where the individual is located not to where
the [data processing] equipment is located.

7. But what does it mean for advertising?
4.
The new law will make the obtaining of user consent
tougher: likely to benefit organisations with a direct user
relationship.

8. But what does it mean for advertising?
5.
The new law ramps up the penalties for breaches or non-
compliance:
€20m or 4% of annual global turnover.

9. “Brexit should not mean Brexit when it comes
to standards in data protection”
– Elizabeth Denham, UK Information Commissioner
London, 29 September 2016

10. And there’s more to come…
• The ePrivacy Directive (aka ‘cookie law’) is under review to
ensure it is aligned with GDPR.
• Its provisions (for advertising) are covered by the GDPR.
• But EU regulators are calling for (a) tougher yet more user-
friendly consent provisions; and (b) a similar territorial scope
to the GDPR.
• Legislative proposals expected at the end of 2016.
• GDPR preparation needs to take review into consideration.

11. Thanks!
@nickstringer
nick@njstringer.com