ePrivacy Directive
An EU directive governing electronic communications privacy, including rules on cookies, tracking, and direct marketing.
What ePrivacy Directive means
The ePrivacy Directive (Directive 2002/58/EC, as amended) complements GDPR by specifically addressing privacy in electronic communications. Often called the 'Cookie Law,' it requires prior consent for storing cookies or similar tracking technologies on user devices, with exceptions for strictly necessary cookies. The ePrivacy Directive also governs direct marketing communications, requiring opt-in consent in most cases. A proposed ePrivacy Regulation (to replace the directive) has been in negotiation for years and would be directly applicable across the EU without national transposition. For advertisers, the ePrivacy Directive is particularly relevant for cookie consent banners, pixel implementation, and any tracking technology that accesses the user's device. National implementations vary, creating a patchwork of requirements across EU member states.
Related terms
GDPR
The General Data Protection Regulation — the EU's comprehensive data protection law governing how personal data is collected, processed, and stored.
Consent
A user's explicit or implied permission for data collection, processing, or advertising targeting, required by privacy regulations.
Cookie
A small text file stored in a user's browser by websites, used for tracking, personalization, and ad targeting.
Consent Management Platform
A tool that helps websites and apps collect, manage, and store user consent for cookies and data processing.