Recently, the Court of Justice of the European Union issued a ruling that directly impacts the Transparency & Consent Framework (TCF) of IAB Europe. Here's what changes and how our team is working to ensure compliance and protect users' privacy choices.
The New Directives
On March 7, 2024, the Court of Justice of the European Union ruled that TC Strings (user consent preferences) can be considered personal data.
This means they require an adequate level of protection, similar to that provided for other personal data. Following this decision, a new consent, called "Special Purpose 3", has been introduced to enhance the way users' privacy choices are managed and protected.
New Rules to Comply With
- Special Purpose 3: This new purpose allows TCF participants to establish a legal basis for processing users' privacy choices recorded as TC Strings, considered as personal data. Companies selling advertising spaces through publishers' sites must conduct and document a legitimate interest assessment (LIA) to demonstrate that users' interests do not override the legitimate interests pursued.
- Transparency and Clarity: Transparent and clear interfaces that provide all necessary information, such as the duration of user consent, avoiding incorrect or misleading information, become mandatory.
October 4, 2024 is the deadline for CMPs (Consent Management Platforms) to implement the new policies.
How My Agile Privacy is Preparing
Our team is already working to assess and implement all necessary changes to ensure compliance by the indicated deadlines.
We will continue to keep you updated on further developments and provide all the necessary support for this transition, which will be automatic by updating the software.
Thank you for your trust and cooperation!
