To some extent, 2018 was General Data Protection Regulation Y2K, but that hasn’t allayed fears that the coming ePrivacy Regulation could upend digital advertising. Again.

Plans are underway to update the current European Union ePrivacy Directive, known as the EU cookie law, into a Europe-wide regulation in 2019. This means all 28 member states will need to follow the same implementation, no wiggle room, with punchy fines of 4 percent of annual worldwide turnover for non-compliance. That’s for all companies wishing to trade with the EU too. Here’s the state of play and what it means for publishers and marketers.

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