Allegro i inni zaniepokojeni nowym rozporządzeniem
Zmiany przygotowywane przez Brukselę zmartwiły branżę.

Nowe unijne rozporządzenie w sprawie prywatności w sieci może ograniczyć wykorzystanie "ciasteczek", co odbije się na wynikach firm działających w Internecie i zahamuje rozwój cyfrowych biznesów w Polsce. Zyskają natomiast światowi giganci – alarmują przedsiębiorstwa z branży.
Sprawa jest na tyle poważna, że przedstawiciele firm, w tym Allegro, Onetu oraz resortu cyfryzacji (z ministrem – sekretarz stanu, Krzysztofem Szubertem) pojechali do Brukseli, by wspólnie z delegatami z innych krajów przekonywać do zmian w projekcie reprezentantów Komisji Europejskiej, parlamentu i rady.
Zgłoszono poprawki, które miały sprecyzować warunki przetwarzania danych chroniące prywatność, ale nie dopuścić do zlikwidowania tzw. „ciasteczek".
Przedstawicielka Allegro, Magdalena Piech, argumentowała, że dzięki "ciasteczkom" firmy są w stanie dotrzeć do większej grupy odbiorców i poprawić wyniki sprzedaży. Zapewniła, że Allegro nie ma zamiaru ingerować w czyjąś prywatność, celem jest natomiast większa funkcjonalność usług i możliwość prezentowania konsumentowi bardziej spersonalizowanej reklamy.
Greg Mroczkowski z IAB Europe zwrócił uwagę na to, iż 1 mln ludzi bezpośrednio, a 6 mln pośrednio, zatrudnionych jest w sektorze reklamy cyfrowej, w którym bardzo istotne jest tzw. targetowanie behawioralne możliwe dzięki "ciasteczkom".
Proponowane przez Komisję Europejską zmiany martwią także wydawców internetowych. Twierdzą oni, że dzięki "ciasteczkom" są w stanie publikować dużą część artykułów za darmo, bez obciążania odbiorców kosztami.
Według nich w razie przyjęcia rozporządzenia o e-prywatności konsumenci będą płacić za treści, które teraz są darmowe. Z badania IAB Europe wynika, że po wprowadzeniu zmian 92 proc. użytkowników przestałoby przeglądać daną stronę internetową bądź aplikację.
Zdaniem Mariusza Grzesika z Onetu ograniczenie możliwości stosowania "ciasteczek" postawi w uprzywilejowanej pozycji wielkich graczy, takich jak Facebook czy Google, którzy będą mogli wrzucać do sieci swoje treści, natomiast pozostali przestaną być dobrze widoczni dla konsumentów.
Zdaniem przedstawicieli Konfederacji Lewiatan źle sformułowana regulacja o e-privacy może być hamulcem cyfrowej gospodarki. Apelowali, by najpierw ocenić skutki dla biznesu rozporządzenia RODO (w sprawie ochrony osób fizycznych w związku z przetwarzaniem danych osobowych), które wejdzie w życie w maju 2018 r., a dopiero potem dyskutować o e-prywatności.
Według Lidii Zameckiej z Polskiej Izby Informatyki i Komunikacji obecna regulacja dyskryminowałaby firmy z sektora telekomunikacyjnego, bo przedsiębiorstwa z pozostałych branż, również przetwarzające dane, nie musiałyby się do niej dostosowywać.
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Allegro obniżyło prognozy na 2022 rok
"Jesteśmy ostrożni w naszych najnowszych oczekiwaniach" - przyznaje dyrektor finansowy.
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