INside Performance Marketing
TRUSTe takes wraps off E-Privacy Directive solutions

TRUSTe takes wraps off E-Privacy Directive solutions

TRUSTe has launched TRUSTed Consent Manager and TRUSTed Ads EU to help deal with the privacy management challenges facing multinational and UK companies conducting business online in Europe. The two solutions will work in conjunction with TRUSTe’s recently announced EU Cookie Audit.

EU Consent Manager helps with the cookie compliance drawn up in the E-Privacy Directive by obtaining informed consent prior to storing or accessing data on a consumer’s computer. Websites adopting the product can use express or implied consent notices, therefore taking into account international regulatory differences.

The second tool, TRUSTed Ads EU, is for any advertisers, publishers or networks that have adopted online behavioural advertising (OBA). It enables compliance as established by the IAB Europe/EASA and its European Self-Regulatory Framework for Online Behavioural Advertising. Featuring the “Forward i” advertising option icon, it aims to tackle favourability and perceptions about behavioural or other ad targeting in the consumer’s eyes.

EU Cookie Audit

Both tools will complement TRUSTe’s EU Cookie Audit product, which provides an overview of the tracking technologies in use on your company’s website. The utility can index the trackers and provide feedback, including whether it’s first- or third-party tracking, the location of the tracker on the website, the organisation generating the tracking and the general intrusiveness of the tracking activities.

Speaking at the two-day IAPP Europe Data Protection Intensive Conference, EMEA Managing Director at TRUSTe, Danilo Labovic, discussed how a steadfast privacy policy can reflect well on both the consumer and EU regulatory enforcers. “Our EMEA team is working to fill this market gap with TRUSTe’s proven technology and services,” he divulged. “[We’re] partnering with UK and European companies as they strive to implement privacy programmes that better reflect their own high standards of customer care, while complying with regulatory changes.”

Simon Holland

Simon Holland

Simon is the news and research reporter at Existem. Previously a technology journalist, he now spends his time investigating both future and developing trends in performance marketing whilst producing editorial content for

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