EU Parliament Passes Opt-In Internet Privacy Bill

Share this content:
A European Union Internet privacy bill that would require opt-in consent for commercial e-mail and cookies passed in the Parliament's 626-member assembly yesterday.


Though it might be difficult for the EU to enforce the bill outside its borders, it still has implications for all marketers, a Direct Marketing Association official said.


"Our view is that the EU is virtually going to close down a channel for business to reach potential customers," said Jerry Cerasale, DMA senior vice president of government affairs. "This doesn't make any sense, especially as we try to come out of a recession, and it's not just a U.S. recession; it's a worldwide recession."


The most controversial provision of the bill among the EU members would require Internet service providers and telecommunications companies to keep detailed records of consumers' Web surfing, e-mail, telephone, fax and pager communications for law enforcement and national security purposes.


According to Cerasale, the provision contradicts the rest of the bill.


"Here they are saying I can't send you an e-mail but the government can come find out exactly what Web sites you've gone to," he said.


Civil liberties groups and some Parliament members strongly opposed the data retention rules but the bill passed. Currently, EU companies are required to eliminate data after a billing cycle ends.


The bill still needs approval from each of the 15 EU governments to become law. It is unclear when those voting procedures will take place.


close

Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above