Belgian DPA’s investigation finds IAB Europe’s ad tracking consent framework fails to meet GDPR stan

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October 16, 2020, 5:48 PM UTC

Even adtech giants like Google have adopted the framework.

The investigation found that the Transparency and Consent Framework (TCF), designed by the ad industry body IAB Europe, failed to meet the legal standards of General Data Protection Regulation (GDPR). This framework had been proposed to help publishers comply with the EU’s data protection regulations.

Belgian DPA suggested that the framework was not fit for purpose on the grounds of transparency, fairness and accountability. The organisation further said that the framework also failed on data processing regulations.

The investigation findings have been forwarded to the Litigation Chamber, and action is expected by early next year. Adtech companies across Europe had adopted TCF, and one of its versions was forwarded to help publishers comply with California’s Consumer Privacy Act.

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