IAB Europe suspends consent management firms
Website publishers and brands often promise the data they gather from people to build audience profiles and target ads is “consent-based,” but global data protection authorities say that consent is rarely meaningful. Meanwhile, the digital ad industry’s top trade group in Europe has already quietly launched its own crackdown on misleading approaches to gathering consent for tracking.
The Interactive Advertising Bureau in Europe in the last six months has sent letters to approximately 10 companies that provide consent management services to website publishers, warning that they were not compliant with the industry’s voluntary Transparency and Consent Framework, according to Filip Sedefov, legal director for privacy at IAB Europe. That framework — which sets standards for managing the flow of data tracking consent throughout the digital ad supply chain and was designed for compliance with the GDPR — requires consent management platforms to present notices to people in a specific manner detailed by IAB Europe.