The EDPB released guidance last month to help companies understand their obligations when using newer tracking tools. These include pixels, URL tracking, IP-tracking, and the like. First, some background: an EU law that predates GDPR (Directive 2002/58/EC or the Cookie Directive), impacted how companies could interact with users on their computers. That directive was updated in 2009 (Directive 2009/136/EC or the ePrivacy Directive). Under the ePrivacy Directive, among other things, companies cannot “store” or “access” someone’s “terminal equipment” without consent. (There are some exceptions to the consent requirement.) In this recent guidance, the EDPB provided direction on when and whether passive tracking technologies were storing or accessing information on a users’ computer (or other device) such that the ePrivacy Directive requirements would apply.Continue Reading EDPB Provides Insight for Use of Tracking Tools
