ePrivacy for Retail & E-Commerce
Industry-specific guidance on ePrivacy compliance for retail & e-commerce organisations. Understand the requirements, risk level, and key obligations that apply to your sector.
Compliance Risk Level
This industry has moderate regulatory obligations with sector-specific requirements.
About ePrivacy
The EU directive governing privacy in electronic communications, covering cookies, direct marketing, traffic data, and the confidentiality of communications — often called the "Cookie Law".
ePrivacy Impact on Retail & E-Commerce
Retail and e-commerce businesses collect extensive personal data through online shopping, loyalty programmes, marketing databases, and payment processing. The ePrivacy Directive's cookie consent requirements directly affect every online retailer, while GDPR governs customer data management, profiling for personalised recommendations, and direct marketing communications. Retailers using AI for dynamic pricing, customer segmentation, product recommendations, and chatbots must assess these systems under the AI Act's risk framework. Large retailers operating physical stores must also manage employee data, CCTV surveillance, and in-store tracking technologies in compliance with data protection rules.
Key ePrivacy Requirements for Retail & E-Commerce
Key ePrivacy Articles for Retail & E-Commerce
Confidentiality of communications
Establishes the fundamental right to confidentiality of electronic communications, prohibiting interception and surveillance. Also contains the cookie consent requirement (paragraph 3).
Cookie consent requirement
Requires prior informed consent for storing information (cookies, pixels, fingerprinting) on user devices. Exempts cookies strictly necessary for requested services and transmission.
Traffic data
Requires erasure or anonymisation of traffic data when no longer needed for communication transmission or billing. Further processing requires user consent.
Location data other than traffic data
Location data may only be processed with consent or after anonymisation. Users must be informed of data types, purposes, duration, and whether data is shared with third parties.
Unsolicited communications (spam)
Requires opt-in consent for electronic direct marketing. Permits soft opt-in for existing customers receiving marketing about similar products, with easy opt-out in every message.
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Other Regulations Affecting Retail & E-Commerce
General Data Protection Regulation (GDPR)
The EU's landmark data protection law that governs how organisations collect, store, process, and transfer personal data of individuals in the European Economic Area.
EU Artificial Intelligence Act (AI Act)
The world's first comprehensive AI regulation, establishing a risk-based framework for the development, deployment, and use of artificial intelligence systems within the EU.