Alliance Digitale presses EU to rewrite cookie consent rules
Alliance Digitale, the French ad industry body, has issued 17 recommendations in response to the EU Digital Omnibus proposal. These recommendations target reforms in GDPR consent mechanisms, the application of AI legitimate interest, and the use of browser-level cookie signals. The move indicates the industry's stance on pending EU legislation regarding digital advertising and data privacy.
Key Takeaways
- Alliance Digitale issued 17 recommendations on the EU Digital Omnibus proposal.
- The proposals target GDPR consent mechanisms for digital advertising data use.
- The group also wants changes to how AI legitimate interest is applied.
- Browser-level cookie signals are another specific area in the recommendations.
Why It Matters
Alliance Digitale’s 17-point response shows the French ad industry is trying to influence how EU privacy rules will apply to advertising and AI right now, not after the fact. The three named pressure points — GDPR consent mechanisms, AI legitimate interest, and browser-level cookie signals — map directly onto core ad-tech plumbing. For streaming and ad-supported video teams, the relevant signal is whether the EU Digital Omnibus process incorporates any language around browser signals or consent reform in the next draft.
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