TMT ( Technology, Media & Telecoms)
Consent or pay – a valid scheme under the GDPR?
Media companies
throughout Europe struggle with a difficult economic environment: Shrinking sales
figures for print products, the digitalisation and consumer demand force
publishers to offer their content also on the internet. However, generating
money for online publications is not quite easy as – at least in Austria – online
subscription against renumeration has not been well accepted by customers. This
partially has its root in the lack of suitable micropayment means in the past
and users thus getting acquainted to online information being offered for free.
Thus, publishers have instead focused on financing their platforms by online marketing
activities such as placement of banners. Nowadays such digital advertisement is
usually targeted to the specific user. For this purpose, cookies are stored on the
user's computer upon his first visit of the website, which then collect data
about his location, technical equipment used and online behaviour. This finally
allows to display specific, user targeted advertisements. However, such cookies
may cause issues with applicable consent requirements under the
telecommunication and data protection regulations:
28 October 2019