European GDPR watchdog rules IAB ad-consent system unlawful
All data collected through the Transparency & Consent Framework (TCF) must now be deleted by the 1,000+ firms that pay international digital marketing and advertising association IAB Europe to use it. This includes Google’s, Amazon’s and Microsoft’s online advertising businesses.
This is according to a decision handed down today by the Belgian data protection authority [PDF] finding that the “consent solution” fails to properly request consent, and relies on a lawful basis (legitimate interest) that is not permissible because of the severe risk posed by the online advertising tracking under Article 5(1)a, and Article 6 of the GDPR.
Source: European GDPR watchdog rules IAB ad-consent system unlawful • The Register
