EU Data Rules Spark Debate

Proposed changes to European Union (EU) data rules that limit some current marketing practices are under fire from both sides of the Atlantic. Among the changes opposed by lobbyists for digital marketing and technology companies include the need for explicit consumer consent ("opt-in") if personal data is to be collected and used by companies, the "right to be forgotten" – whereby firms must delete consumer data when it is no longer needed when requested by consumers, and a ban on "profiling" – targeting marketing communications at individual consumers preselected by a company.

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