What is at stake?

The speed at which technology evolves makes it challenging for regulation to keep up. As Public Service Media (PSM), we endeavour to use personal data in the most accountable, secure and smart way. For this, we need a clear EU data protection framework, effective in a global context, and which will reinforce trust in the EU Digital Single Market.

To be efficient, any new ePrivacy regulation also needs to be fully aligned with and complementary to the GDPR, offering clear and consistent conditions for the processing of data across the EU.

Artificial Intelligence (AI) makes the current challenges even more acute, considering the ethical dimension it raises. We need to be prepared and to work on the best possible existing regulatory basis.


Electronic communications data allows media to connect with audiences and adapt services to their needs and wishes. More specifically, audience measurement and data analytics help public service media fulfill their public service mission in the digital world. We need access to data from users’ devices in order to personalize our services, but always within the framework of appropriate privacy safeguards and settings, and transparent user information.

Personalization, like search functions, recommendations or content moderation, rely also on artificial intelligence. Designing the best way to optimize data opportunities, while protecting individuals’ rights and freedoms, is one of the most important challenges media organizations are facing today.

To clarify and adapt the legal framework in which we operate, the EU ePrivacy Regulation proposal is meant to update the 2002 ePrivacy Directive and complement the GDPR. Among the various changes proposed, it would enhance and harmonize consent requirements and rules for the tracking of online activity through the use of cookies. Our Members endeavour to make the best use of data while protecting individuals’ rights and remaining accountable.

With this in mind, the EBU Interdisciplinary Data Protection Group (Data Protection Group) gathering Members’ experts from different areas such as legal, technology, digital, comms, marketing and public affairs, has been actively working on the proposal for an ePrivacy Regulation.


Individuals’ privacy and data protection have never been taken more seriously in Europe and beyond its borders since the entry into force of GDPR in May 2018. The GDPR has made personal privacy a widely-recognized issue that is becoming even more important with the development of AI and other profiling technologies.

However, in general there are still some important GDPR challenges ahead. For stakeholders to truly benefit from a level playing field when complying with GDPR, more consistent interpretation and effective enforcement of the rules is needed.

In addition, the obligation under the GDPR to reconcile the right to the protection of personal data with the right to freedom of expression and information should not be misused to create a chilling effect on journalistic work and activities.

The EBU Data Protection Officers Group (DPO Group) brings together DPOs, Senior Privacy Legal officers and experts in data protection issues from across the EBU Membership. It aims to assist Members in their GDPR compliance process and provides a forum to update them on the latest developments in Europe and beyond, as well as an opportunity for sharing experiences and best practices.

17 DECEMBER 2020

EBU Statement on EDPB draft recommendations 01/2020 on supplementary measures: International data transfers need a flexible and risk-based approach

The European Data Protection Board draft recommendations 01/2020 on “measures that supplement international transfer tools to ensure compliance with the EU level of protection of personal data” provide...

17 JUNE 2020

The EBU contributes to the European Commission’s AI Policy and Data Strategy

As part of its digital strategy, earlier this year the European Commission launched public consultations on its White Paper on Artificial Intelligence and on its flagship Data Strategy. Both topics are highly important to the EBU and our members and we were pleased to submit our consultation responses this week. 

16 JUNE 2020

EBU position on the two-year GDPR review

As the two-year review of GDPR approaches, the EBU Data Protection Officers group is calling for increased action so that stakeholders can truly benefit from a level playing field when complying with GDPR. 

10 JUNE 2020

EBU responses to the questionnaire for the European Commission consultation on the White Paper on Artificial Intelligence

This document provides a detailed view of the EBU's responses to the European Commission consultation on the White Paper on Artificial Intelligence - A European Approach. For further reading, a summary...

10 JUNE 2020

Summary of the EBU response to the European Commission’s consultation on Artificial Intelligence

The EBU focuses on an ecosystem of excellence and an ecosystem of trust in this response to the European Commission’s public consultation on AI policy.

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