The Brussels Court of Appeal has ruled that the consent model used by major tech companies for tracking-based advertising, such as Google and X (formerly Twitter), does not comply with EU privacy laws, including GDPR. This decision challenges the legality of frameworks like the Transparency and Consent Framework (TCF) in online advertising, impacting #BigTech #EUPrivacy.
Keypoints
- The court found that consent mechanisms used in tracking-based advertising are insufficient and non-compliant with GDPR.
- Real-Time Bidding (RTB) systems share detailed user data, including location and browsing habits, with multiple companies.
- The TCF developed by IAB Europe was deemed to violate transparency and consent requirements under GDPR.
- The ruling confirms that TC Strings and related data can identify individuals and qualify as personal data under GDPR.
- This decision urges advertisers and platforms to adopt more transparent and privacy-respecting data collection practices.
Read More: https://thecyberexpress.com/brussels-court-tracking-ads-gdpr/