Online messaging services such as WhatsApp, iMessage and Gmail will face tougher rules on how they can track users under a proposal presented by the European Union executive on Tuesday which could hurt companies reliant on advertising.
The web companies would have to guarantee the confidentiality of their customers’ conversations and get their consent before tracking them online to target them with personalized advertisements.
For example, email services such as Gmail and Hotmail will not be able to scan customers’ emails to serve them with targeted advertisements without getting their explicit agreement.
The proposal will also require web browsers to ask users upon installation whether they want to allow websites to place cookies on their browsers to deliver personalized advertisements.
A previous version of the proposal would have forced browsers to set the default settings as not allowing cookies which are the small files placed on people’s computers when they visit a website containing information about their browsing activity.
“It’s up to our people to say yes or no,” said Andrus Ansip, Commission vice-president for the digital single market.
Full Content: Wall Street Journal
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