As of May 25, new European privacy laws come into play, which will determine how web users can be tracked online. 

The changes will require technology companies, retailers and other suppliers that track information online (usually via cookies) to seek consent from web users in order to do so.

Here are some fast facts about the legislation to digest:

• The new legislation impacts every marketer who interacts electronically with customers and prospect clients based within the EU
• With the help of cookies, companies track consumers to collect data on their online activity and interests, helping them target offers to relevant target audience
• The law essentially allows consumers to decide for themselves if they want to be tracked by a company or not
• From May 25, companies in the EU need permission to track online activity
• Non-European companies working within the EU need to be aware of the changes and adhere to these
• These privacy changes will affect businesses’ marketing strategies

Dennis Dayman, chief privacy and security officer at Eloquoa says that while changes in the EU Privacy Directive could hinder marketers’ abilities to track individuals, the focus should be on giving people the right to “opt-in”.

“Over the last few years, we’ve seen government step in to ensure the law keeps up with technology innovation and to protect the consumer as they always have – even in offline marketing or data processing. None of these new regulatory changes should be a surprise to many – nor feared – as privacy and security should be embraced.”

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