{"id":53921,"date":"2022-02-03T11:50:23","date_gmt":"2022-02-03T11:50:23","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/le-gendarme-belge-de-la-vie-privee-lance-une-bombe-sur-le-marche-de-la-publicite-en\/"},"modified":"2022-02-03T11:50:23","modified_gmt":"2022-02-03T11:50:23","slug":"le-gendarme-belge-de-la-vie-privee-lance-une-bombe-sur-le-marche-de-la-publicite-en","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/le-gendarme-belge-de-la-vie-privee-lance-une-bombe-sur-le-marche-de-la-publicite-en\/","title":{"rendered":"Le march\u00e9 de la publicit\u00e9 en ligne condamn\u00e9 \u00e0 des r\u00e9formes drastiques"},"content":{"rendered":"

Selon l’autorit\u00e9 belge de protection des donn\u00e9es (APD), la mani\u00e8re dont les publicit\u00e9s en ligne sont organis\u00e9es est en violation avec la l\u00e9gislation europ\u00e9enne sur la protection de la vie priv\u00e9e. Le repr\u00e9sentant de l’industrie de la publicit\u00e9, IAB Europe, a \u00e9cop\u00e9 d\u2019une amende et doit adapter le syst\u00e8me. Une d\u00e9cision qui peut \u00eatre lourde de cons\u00e9quences.<\/p>\n

<\/p>\n

\u00a0<\/p>\n

Publicit\u00e9s insistantes<\/h2>\n

Chaque fois que vous vous rendez sur un site Web, les annonceurs se livrent une bataille en coulisse pour vous montrer leur banni\u00e8re. Cette pratique, appel\u00e9e \u00ab\u00a0real time bidding\u00a0\u00bb, est automatique et s’active d\u00e8s que vous cliquez sur \u00ab\u00a0accepter\u00a0\u00bb dans la fen\u00eatre contextuelle qui appara\u00eet \u00e0 chaque fois lorsque vous surfez. Les cookies et trackers pour lesquels vous donnez ensuite votre consentement permettent de savoir, entre autres, quels autres sites vous visitez, votre position et quel type d’appareil vous utilisez.<\/p>\n

\u00a0<\/p>\n

De cette mani\u00e8re, les annonceurs d\u00e9cident – en une fraction de seconde – de l’int\u00e9r\u00eat que vous leur portez et du montant qu’ils sont pr\u00eats \u00e0 payer pour que leur publicit\u00e9 vous soit pr\u00e9sent\u00e9e. Le plus offrant remporte l’espace publicitaire. C’est ainsi que la publicit\u00e9 pour un h\u00f4tel ou un pantalon donn\u00e9 vous suit partout. Cependant, la mani\u00e8re dont les choses se d\u00e9roulent ne semble pas correcte.<\/p>\n

\u00a0<\/p>\n

Amende de 250\u00a0000 euros<\/h2>\n

Gr\u00e2ce aux donn\u00e9es stock\u00e9es (dans une cha\u00eene dite \u00ab\u00a0Transparency & Consent string\u00a0\u00bb ou \u00ab\u00a0TC-string\u00a0\u00bb), il est possible d’identifier un utilisateur individuel, ce qui n’est pas autoris\u00e9 selon la l\u00e9gislation europ\u00e9enne sur la protection de la vie priv\u00e9e RGPD. En cons\u00e9quence, l’organisation sectorielle et le d\u00e9veloppeur du syst\u00e8me IAB Europe ont \u00e9t\u00e9 condamn\u00e9s \u00e0 une amende de 250 000 euros<\/a>, rapporte Data News. L’IAB doit pr\u00e9senter un plan pour se conformer au RGPD dans un d\u00e9lai de deux mois, apr\u00e8s quoi le plan approuv\u00e9 devra \u00eatre mis en \u0153uvre dans un d\u00e9lai de six mois. Dans le cas contraire, des amendes suppl\u00e9mentaires de 5 000 euros par jour seront inflig\u00e9es.<\/p>\n

\u00a0<\/p>\n

Il est remarquable de constater que c’est l’autorit\u00e9 belge de protection des donn\u00e9es qui, apr\u00e8s avoir re\u00e7u des plaintes d’une s\u00e9rie de militants internationaux pour la protection de la vie priv\u00e9e, demande des comptes \u00e0 IAB Europe. On l\u2019explique par l\u2019implantation d’IAB Europe \u00e0 Bruxelles. Pourtant, l’arr\u00eat s’applique imm\u00e9diatement \u00e0 l’ensemble de l’Union europ\u00e9enne.<\/p>\n

\u00a0<\/p>\n

Demande de changement<\/h2>\n

Les cons\u00e9quences pourraient \u00eatre consid\u00e9rables, car presque tous les sites Web et annonceurs en ligne utilisent le m\u00eame syst\u00e8me. Ce syst\u00e8me doit maintenant \u00eatre radicalement revu\u00a0: m\u00eame la fen\u00eatre contextuelle qui demande aux visiteurs d’un site Web leur consentement n’est pas autoris\u00e9e, selon l’autorit\u00e9 des donn\u00e9es, car elle est trop vague et manque de transparence. De m\u00eame, l’argument de \u00ab\u00a0l\u2019int\u00e9r\u00eat l\u00e9gitime\u00a0\u00bb invoqu\u00e9 par de nombreux sites Web de nos jours n’est pas juridiquement valable.<\/p>\n

\u00a0<\/p>\n

Les cookies sont dans l’\u0153il du cyclone depuis un moment d\u00e9j\u00e0. Google a d\u00e9j\u00e0 annonc\u00e9 qu’il cesserait \u00e0 terme d’utiliser des \u00ab\u00a0third party cookies\u00a0\u00bb, bien que ce changement soit retard\u00e9 en raison de l’absence d’une alternative approuv\u00e9e. Entre-temps, diverses associations de consommateurs accentuent la pression en faveur de la suppression pure et simple de la publicit\u00e9 personnalis\u00e9e<\/a>, tandis que la Commission europ\u00e9enne r\u00e9examine le cadre juridique du commerce \u00e9lectronique et de la publicit\u00e9 en ligne.<\/p>\n

\u00a0<\/p>\n

Pour en savoir plus sur les r\u00e8gles, normes et attentes changeantes concernant la publicit\u00e9 en ligne et la confidentialit\u00e9, ne manquez pas de lire le nouvel ouvrage intitul\u00e9\u00a0The Future of Shopping\u00a0: Re-set Re-Made Re-Tail<\/em> de Jorg Snoeck et Pauline Neerman publi\u00e9 ce printemps.<\/p>\n","protected":false},"excerpt":{"rendered":"

Selon l’autorit\u00e9 belge de protection des donn\u00e9es (APD), la mani\u00e8re dont les publicit\u00e9s en ligne sont organis\u00e9es est en violation avec la l\u00e9gislation europ\u00e9enne sur la protection de la vie priv\u00e9e. Le repr\u00e9sentant de l’industrie de la publicit\u00e9, IAB Europe, a \u00e9cop\u00e9 d\u2019une amende et doit adapter le syst\u00e8me. Une d\u00e9cision qui peut \u00eatre lourde […]<\/p>\n","protected":false},"author":1,"featured_media":53918,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[25],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-53921","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"\nLe march\u00e9 de la publicit\u00e9 en ligne condamn\u00e9 \u00e0 des r\u00e9formes drastiques - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"La fa\u00e7on dont les publicit\u00e9s en ligne sont organis\u00e9es est en violation avec la l\u00e9gislation europ\u00e9enne sur la protection de la vie priv\u00e9e. 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