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ARTICLE · 07 JULY 2016

Digital Media, Technology & Privacy Alert >> Brexit May Complicate Privacy Issues For Ad Tech Companies

Davis+Gilbert LLP
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While Britain's vote to leave the European Union (EU) shocked the world and rocked financial markets, the move has yet another set of possible repercussions...

European UnionPrivacy
Gary Kibel
Gary Kibel
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While Britain's vote to leave the European Union (EU) shocked the world and rocked financial markets, the move has yet another set of possible repercussions in its potential to increase the complexity of the international rules governing privacy and international data transfer. As a result, the "Brexit" may change the strategy for U.S. ad tech companies seeking to enter the European market.

The GDPR
Before June's Brexit vote, the EU had finalized a General Data Protection Regulation (GDPR) that is scheduled to take effect in May 2018. The GDPR will require significant compliance efforts by marketers, such as enhanced data subject consent standards, data protection officer requirements, data portability requirements and an expanded reach; however, prior to Brexit this was the only system applicable to all EU countries. Now with Brexit, that may no longer be the case.

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