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> It applies immediately across Europe. Does anyone know what the consequences are? I have no idea exactly what it is that applies immediately. I would guess

> It applies immediately across Europe. Does anyone know what the consequences are? I have no idea exactly what it is that applies immediately. I would guess that starting today Google and others should stop advertising as they currently do it, it being illegal. I doubt it's that simple, and even if it was, I am sure they will not simply stop. So what happens now?

portaouflop 1y ago
Nothing
jeroenhd 1y ago
Tracking has no legal basis, but it's still permitted with consent. The problem with IAB Europe (and other similar ad providers, as well as IAB's customers) is that IAB Europe didn't obtain consent; it tried to hide its tracking by using supposedly non-personal identifiers, which wouldn't necessitate consent, but the court ruled that these identifiers were actually PII. IAB also tried to weasel its way out of its responsibilities, but preventing that seems to have failed. As a result, data collected through IAB about European customers was collected unlawfully, and third parties must delete that data. IAB also can't smuggle consent like this anymore, and needs to pay a fine that was handed down a few years ago. The legal publication can be found here (translated into various languages, though I believe the original may have been Dutch or French as it was the Belgian DPA that started the suit): https://curia.europa.eu/juris/documents.jsf?num=C-604/22 https://curia.europa.eu/juris/documents.jsf?num=C-604/22 and here https://www.dataprotectionauthority.be/the-market-court-rules-in-the-iab-europe-case https://www.dataprotectionauthority.be/the-market-court-rule... I very much doubt ad companies will actually delete the illegally obtained data, but IAB and other companies in the cyberstalking industry this can be a problem, because they need to actually comply with the law.
- secondcoming 1y ago
  The IAB doesn't track anything though? There is no IAB tracking pixel.
  - piva00 1y ago
    There's the IAB TC string though, which I think it's what's been considered analogous to PII.
juliangmp 1y ago
>I am sure they will not simply stop. So what happens now? U guess they'll either try to fight it in court somehow or find a loophole to abuse. Or yknow... just ignore the ruling as long as possible.
iamacyborg 1y ago
I don’t think this is a thing Google has to stop so much as people who implement these ads and TCF on their websites.
Kim_Bruning 1y ago
For a split second I hoped that this ruling would be the end of the IAB consent popups. What more would be needed? Does the GDPR need to be amended?

portaouflop 1y ago

Nothing

jeroenhd 1y ago

Tracking has no legal basis, but it's still permitted with consent. The problem with IAB Europe (and other similar ad providers, as well as IAB's customers) is that IAB Europe didn't obtain consent; it tried to hide its tracking by using supposedly non-personal identifiers, which wouldn't necessitate consent, but the court ruled that these identifiers were actually PII. IAB also tried to weasel its way out of its responsibilities, but preventing that seems to have failed. As a result, data collected through IAB about European customers was collected unlawfully, and third parties must delete that data. IAB also can't smuggle consent like this anymore, and needs to pay a fine that was handed down a few years ago. The legal publication can be found here (translated into various languages, though I believe the original may have been Dutch or French as it was the Belgian DPA that started the suit): https://curia.europa.eu/juris/documents.jsf?num=C-604/22 https://curia.europa.eu/juris/documents.jsf?num=C-604/22 and here https://www.dataprotectionauthority.be/the-market-court-rules-in-the-iab-europe-case https://www.dataprotectionauthority.be/the-market-court-rule... I very much doubt ad companies will actually delete the illegally obtained data, but IAB and other companies in the cyberstalking industry this can be a problem, because they need to actually comply with the law.

secondcoming 1y ago
The IAB doesn't track anything though? There is no IAB tracking pixel.
- piva00 1y ago
  There's the IAB TC string though, which I think it's what's been considered analogous to PII.

juliangmp 1y ago

>I am sure they will not simply stop. So what happens now? U guess they'll either try to fight it in court somehow or find a loophole to abuse. Or yknow... just ignore the ruling as long as possible.

iamacyborg 1y ago

I don’t think this is a thing Google has to stop so much as people who implement these ads and TCF on their websites.

Kim_Bruning 1y ago

For a split second I hoped that this ruling would be the end of the IAB consent popups. What more would be needed? Does the GDPR need to be amended?