European media companies warn ePrivacy law proposals could cripple business models

European media companies are mad about the current version of the ePrivacy Regulation, which would block the use of cookies without consumer consent, and have appealed directly to the European Commission to have it drastically revised.

A total of 50 media organizations across Europe — including members of France’s publisher trade body Geste, the European Magazine Media Association, Germany’s association of magazine publishers VDZ, the Professional Publishers Association and telco operators including Orange — have signed an open letter to the European Commission that calls for immediate revisals of the law.

The media companies claim the current ePrivacy proposals, which require that all businesses must get explicit consumer consent to use cookies, would give still more power to Google, Facebook and Amazon. There is fear that advantage would also extend to any browser owner, as the European Commission has suggested that users opt in for cookies via their browser settings in the proposed ePrivacy law.

“[The law] provides global players with a preferential treatment for collecting and processing data, notably location data,” the letter stated.

The current ePrivacy draft would also threaten any business reliant on online advertising, telco operators and European startups, and undermine the roles of the media in European democratic life, according to the letter.

“[This] would reduce the possible investment in quality journalism across Europe, preventing press publishers & media to build a trustful relationship with their readers and to market their editorial contents,” the letter continued.

The ePrivacy law proposal has been adopted by the European Parliament and is still to be approved by European governments.

“This [ePrivacy law] would particularly impact advertising, which relies on data, so programmatic would be shaken very seriously,” said Pierre Chappaz, co-founder and executive chairman of Teads.



Source: DigiDay

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