INSIGHT
to an individual, then it is. And if
the website operator can by any legal
means obtain information held by the
ISP in order to identify the individual,
then it is also PII.
Beyond GDPR
There is another regulation that in
many respects will be even more far
reaching than the GDPR. The EU
ePrivacy Regulation (EPR) will repeal
the current ePrivacy Directive. EPR is
proposed to come into force within the
next few years and will have a direct
applicability towards all EU member
states simultaneously.
Do yourself a favour: begin to take
stock of this regulation and start
preparing for it. In my opinion this
regulation has a potential to mean a lot
more to our industry than GDPR did.
EPR is about more than cookies but
it does emphasise the importance of
acquiring an informed consent before
a business can track a person with
cookies. This is significant not only for
internal marketing teams but also for
affiliates who rely on this.
Also worth mentioning is the
EU Copyright Directive, which has
recently given rise to controversy.
This directive limi