Implementation of the e-Privacy Directive in the UK - Understanding the new rules

摘要

Any legislation implementing EU rules in an area of developing technology is bound to bring with it questions of interpretation. The UK's Privacy and Electronic Communications (EC Directive) Regulations 2003/2426 (which implement the c-Privacy Directive (2002/58/EC) and replace 1999 Regulations implementing the Telecoms Data Protection Directive (97/66/EC)) are no exception, particularly in relation to direct marketing communications, on which subject the e-Privacy Directive lacks clarity in several key areas. This article explores the new rules and assesses their implications.