How does the new EU cookie law affect mobile tracking? This report from the DMA offers a guide to mobile marketers on changes to customer consent, and how to turn the new law to your advantage.
This paper looks at the legal, compliance, technical and best practice issues around the Regulations in relation to mobile devices (including tablets).
Prior to the new Regulations, brands were required to provide “clear and comprehensive information” (for instance by a privacy policy or terms and conditions) about the purposes of any cookies or similar technology which they used to access or store information on any “terminal equipment” (including mobile devices).
These cookies etc might be used to track, store, retrieve or use information from users’ visits to their websites and/or how they respond to emails.
Cookie users were also obliged by law to provide users with an opportunity to refuse the operation of this technology.
However, following the introduction of the Regulations, which implement a Directive that applies across the European Union, the obligation to provide an opportunity to refuse the operation of a cookie has been changed to a requirement that organisations obtain opt-in consent to the use of these devices
Read the full report here.