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UK: IAB proposed amendments to the Data Protection and Digital Information Bill tabled in House of Lords

On March 15, 2024, the Internet Advertising Bureau (IAB UK) announced that its proposed amendments to the Data Protection and Digital Information Bill (DPDI Bill) had been tabled in the House of Lords. In particular, the IAB UK explained that the proposed amendments, if accepted, would:

  • enable cookies to be used for ad measurement and audience measurement on an opt-out basis, by adding a consent exemption to the DPDI Bill; and
  • create additional safeguards by requiring the Government to consult stakeholders and assess the impact on competition and laws before implementing a centralized system for cookie consent.

The IAB UK stated that the proposed amendments are aimed at supporting the digital ad ecosystem and preserving the functionality and viability of the ad-funded web. Notably, the IAB UK clarified that the amendments would have wider application as the relevant law applies not only to cookies but also to any other similar technology that is used to store or access information on a device.

You can read the press release here and the proposed amendments here.