... ad brokers and website publishers.
The draft rules are intended to protect user privacy and provide more transparency as to how companies use an individual’s data. According to a recent survey, 80% of Europeans say it is important that tools like browser cookies are only allowed with the user’s permission.
According to a EU press release: “Transparency is important. People must know whether information stored in their devices is being accessed or whether their online behavior is tracked.”
When installing a browser or any other software facilitating electronic communications, users would have to choose whether to allow or reject the tracking for marketing purposes before continuing with the installation.
Read the original unabridged WSJ.com article.