Some sites use technology that can tell whether or not a user is using ad blocking technology, as a way to determine how to deal with that visitor. As sites lose more and more revenue to ad blocking technologies, they may try to detect what a user is doing to block ads in order to serve them different content or even block them from using the site until their ad blocking software is disabled. However, this business policy might be against some privacy directives that the EU has instituted for its citizens. This is because the EU required user consent in order for sites to access any information – whether it has been previously stored or not. So, this does suggest that sites would need to get the user’s consent before checking to see if the user is blocking ads with some type of technology.
One solution proposed by industry experts is for site owners to post a notice letting consumers know that they will be agreeing to have that information accessed by visiting the site, and that if they are using ad blockers, they will not be able to view the content of the site, if that is the case. Other analysts suspect that there are other methods that can be used by marketers to detect ad blockers without using scripts that check for certain information. The thing that is hard about these EU rules is that they seem to apply to sites that are located anywhere, which have users in the EU. So that means that sites will either have to have different versions based on location of the user, or they will have to make all of their sites EU compliant on the off chance that someone from the EU visits them and reports them for behavior that would be illegal in the EU but perfectly acceptable elsewhere.
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