World Association of Newspapers and News Publishers

WAN-IFRA joins coalition to support drafting of ePrivacy Regulation

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WAN-IFRA joins coalition to support drafting of ePrivacy Regulation

Led by ESOMAR, the Coalition for Audience Measurement is composed of global and European associations representing the interests of stakeholders that use audience measurement to ultimately finance media-driven information society services to the public. In its statement (available below) the group sets out "to support European Union lawmakers considering a European Commission proposal to reform its ePrivacy Directive”. 

Audience measurement is a vital tool for media companies to analyse traffic flows and content performance. Without these measures, media organisations would not be able to prove their comparative value to their partners, and advertisers would be prevented from measuring the effectiveness of their ad placements. If news media are unable to reliably track the performance of their websites their capacity to secure revenues to finance their online operations will be seriously hampered.

The main concern raised by the current proposal for a ePrivacy Regulation regards the distinction made between first and third party audience measurements: the former is the object of an exemption from very burdensome user consent obligations, the latter is not. The European Commission recognised in its text that for the purposes of establishing measurements, websites need to be able to count all incoming and outgoing flows, and thus proposed that web audience measuring be granted an exemption from burdensome consent requirements. The Commission proposal limits this exemption exclusively to the provider of the service requested by the end-user, i.e. a first-party use.

"The first-party exemption does not reflect the operating realities for audience measurement. Only a few mainly US-based service providers can offer a first-party service". Most service providers and news media are instead using a trusted supplier to provide these audience measurements on their behalf, offering the same safeguards and guarantees as a first-party service even if the provider might not be known to the end-user. By creating a distinction between first and third party, the legislator would create a situation with an exclusive advantage to those service providers able to offer a first-party service whilst harming fair competition for smaller third-party suppliers specialising in audience measurement. 

If the text will not change to extend the exemption to third-parties, end-users will be faced with incessant requests to provide consent when browsing through a news media website, the precision of measurements will decrease greatly and the value of the websites will be very difficult to prove to partners and investors. 
The coalition specifically recommends "amending Article 8 and its corresponding Recital 21 to ensure that audience measurement conducted by both first and third parties can continue to take place, whilst providing the necessary safeguards to mitigate any actual and perceived privacy risks facing individuals.”

Members of the Coalition for Audience Measurement:
AGOF is the central German association for neutral online audience research. As an association of the main German online publishers and sales houses AGOF online research result (digital facts) is the currency for German online advertising. It provides a neutral and statistic audience research system for internet usage. Audience measurement and research is necessary to provide information on the usage and acceptance of online services for the whole public online market. The goal of the scientific analysis is to provide independent, verifiable data to build a trustworthy currency for online usage.
The European Broadcasting Union (EBU) is the world’s leading alliance of public service media. We have 73 Members in 56 countries in Europe, and an additional 34 Associates in Asia, Africa and the Americas. Our Members operate almost 2,000 television and radio channels together with numerous online platforms. Together they reach audience of more than one billion people around the world, broadcasting in more than 120 languages. The EBU operates Eurovision and Euroradio services.
EFAMRO represents the interests of market, social and opinion research in Europe. Its members are national trade associations for research businesses across 14 countries.EFAMRO’s objectives are to represent the common interests of its members at European and international level ; maintain and improve the reputation of market, opinion and social research to the public; develop and establish international quality standards for market, opinion and social research; develop, maintain and enforce international professional principles and rules which are mandatory for the members of the Federation; combat unfair trading and support members and other national associations in the field of market, opinion and social research by providing corresponding information and services.
ESOMAR (Coordinator)
ESOMAR is the global voice of the research, analytics and insights community, speaking on behalf of over 4900 individual professionals and 500 companies who provide or commission research, analytics and insights in more than 130 countries. All community members agree to uphold the ICC/ESOMAR International Code. Together with national and international research associations, we set and promote professional standards and self-regulation for our sector and elevate the value of research, analytics and insights in illuminating real issues and bringing about effective decision-making.
News Media Europe
News Media Europe is the voice of the progressive News Media Industry in Europe, comprising over 2200 news brands in print, online, television and radio. The industry is committed to fostering a free, independent and pluralistic media landscape in Europe. Independent news media requires a heavy investment in journalism and this is dependent upon, and financed through, advertising revenue, which in the digital world is reliant on an understanding of its audience.
The World Association of Newspapers and News Publishers was founded in Paris by survivors of the World War II clandestine press of France and The Netherlands. Today, 72 national associations of newspaper publishers from 67 countries are our members, giving to WAN-IFRA the privilege to represent more than 18,000 publications, 15,000 online sites and over 3,000 companies.The association set out in 1948 with the triple objective of seeking international commitments and guarantees to safeguard freedom of expression, of ensuring the renewed availability of the means of newspaper production, and of creating a new dialogue and exchange of information and ideas between representatives of the newspaper community world-wide. Our broader mission has largely remained the same, with a clear focus on all issues that benefit from the unique international perspective that WANIFRA’s global membership provides. According to the statutes, the principle that underlines our work is the following: “The basic conviction of WAN-IFRA is that free and independent newspapers and a free and independent news publishing industry play an indispensable role in maintaining free societies and promoting human rights.”



Elena Perotti's picture

Elena Perotti


2017-06-23 15:01

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