From May 2018 the “Privacy Directive” becomes a law in the EU countries

The basic European regulation on data protection is a major challenge for all categories of economy. For the marketing sector, these new regulations bring new opportunities.


Since 2009, the European Commission want to modernize the Data Protection and Data Protection Directive (EU DSGVO) which was adopted at the end of the last century with the aim of modelling the future of the global market. One of the main problems in this regulation is a wide variation of regulations in EU member states. For example, German marketing experts had to adopt very strict privacy laws, while Swedish or Portuguese marketing departments could use much more flexible local legal bases.


The European Data Protection Regulation was adopted in 2016, which ensured the same conditions within the EU for all. Unlike the previous directives, the Decree has been implemented as a valid law directly in the EU member states without any further adaptation options, and since May 2018, the Regulation is obligatory for all EU members.


The ePrivacy directive, known as the “cookie policy”, is the key rule for a new legal regulation of data processing on the Internet. It is the primary application management tool for data protection law. In order to simplify the interaction of the ePrivacy and DSGVO directives, the European Commission has decided that the ePrivacy Directive will become a direct applied in all Member States, which implies a timely implementation without the need for a directive to be incorporated into the national laws of the Member States.


Active online advertisers must take into account the following:

–           Applications that use personal data need to make certain restrictions within it in order to follow the regulatory requirements;

–           If the personal data is used, it is necessary to emphasize the responsibility that the advertiser has towards the person from whom the data is collected;

–           Technical preparation is necessary to align with the new regulation;

–           Providing of data control and protection within companies, i.e. the inability to pass data to third parties.