Consent is not required for “non-privacy intrusive cookies” which improve the Internet experience of the user (e.g. remembering shopping cart history). Use of cookie banners is set to be replaced by browser settings.
Ban will be imposed on unsolicited electronic communications by emails, SMS, and automated calling machines. A shift towards consent-based marketing is foreseen.
The highest penalties can amount up to 20 Million Euros or up to 4 percent of worldwide annual turnover, whichever is the highest.
The ePR also applies to interpersonal communications services, which may or may not be number-based, such as for example, Voice over IP, messaging services and web-based e-mail services. Internet of Things is covered, too.
Telecommunications content and metadata must be anonymised or deleted in case there is no consent, with the exception of using such data for billing.