Belgian Court of AppealRuling, the Transparency and Consent Framework (TCF) currently used by most online advertisements placed in the EU, and the technology behind it, violate several provisions of the General Data Protection Regulation (GPDR) that came into effect in 2018. Therefore, the ruling made by the Belgian Data Protection Authority in 2022 is upheld.
The Transparency and Consent Framework (TCF), which is currently common in online advertising, was created by the Interactive Advertising Bureau (IAB) and mainly describes how websites can obtain tracking permission from users. However, the Belgian Data Protection Authority ruled in 2022 that such practices violate the General Data Protection Law.
This ruling may have an impact on companies such as Google, Amazon, and Microsoft that make a lot of money from online advertising, and EU regulators may ask the IAB Interactive Advertising Association to adjust the transparency and consent framework for advertising in Europe.
As for the Interactive Advertising Association (IAB), it said it would revise its transparency and consent framework and submit relevant adjustment proposals to the Belgian Data Protection Authority to make the operating model of online advertising in the EU more compliant with local regulations.
