The European privacy watchdog EDPS wants to ban advertising based on profile data tracking. It also argues for a certain technical interoperability between large platforms such as Facebook and Google.
That can be read in an opinion piece (PDF) from Wojciech Wiewiorówski, Director of the European Data Protection Supervisor (EDPS). His story is a response to the Digital Services Act published by the European Commission at the end of last year, a bill for the targeted regulation of providers of internet services.
The regulator finds that the power of online platforms is so great that they can pose a risk to people and companies. The new law will reduce the risks, but there should also be guarantees. That’s the gist of the opinion piece. The safeguards cover tracking for online advertising purposes, content moderation and recommendation systems.
Content moderation and recommendation systems should not, in Wiewiorówski’s view, be based on profiling by default.
For the advertising industry, he goes further: no online person-oriented advertising that is based on tracking. “There must be additional rules that go beyond offering transparency. There should also be restrictions on the types of data that can be processed for targeting purposes and that can be shared with advertisers and third parties. ” The proposal does not seem to pose any obstacles for data owners, the so-called first parties.
Privacy watchdog EDPS also introduces a new topic for inclusion in the legislative proposals. Just saying the theme out loud automatically makes every tech giant’s hair stand out. The regulator advocates making a certain basis of technical interoperability mandatory. In an abstract sense: the user of platform A must be able to interact on platform B. This should limit the value of the personal data as a raw material or fuel. The result is that a user gets more control or grip on his data.
The views of the European Data Protection Supervisor are input for the perception of MEPs, interested citizens, lobbyists and interest groups. In the next phase, the bill from the European Commission will be submitted to the European Parliament for discussion.
Photo: mini malist (cc)
Source: Nieuws – Emerce by www.emerce.nl.
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