The Information Commissioner's Office announced a consultation regarding the enforcement of consent requirements under the Privacy and Electronic Communications Regulations 2003. Proposed changes may eliminate the requirement for individual consent in low-risk online advertising, facilitating innovation in adtech. Advertisers currently face challenges in obtaining such consent, as it involves accessing user device information. The ICO emphasizes that consent will remain necessary in cases involving significant data processing, particularly in behavioral advertising. Key focus areas during the consultation include ad delivery, fraud prevention, brand safety, frequency capping, and measurement within adtech.
The ICO is now considering changes which could include the removal of the need for consent where the use of adtech presents a low risk to individual privacy.
Currently, advertisers must secure informed consent from users because access to information on an individual's device is involved in online adtech.
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