{"id":277,"date":"2020-05-05T15:44:32","date_gmt":"2020-05-05T13:44:32","guid":{"rendered":"https:\/\/stage.usercentrics.com\/?post_type=knowledge&#038;p=2836"},"modified":"2025-06-24T13:50:59","modified_gmt":"2025-06-24T11:50:59","slug":"data-protection-and-affiliate-marketing","status":"publish","type":"knowledge","link":"https:\/\/usercentrics.com\/us\/knowledge-hub\/data-protection-and-affiliate-marketing\/","title":{"rendered":"Data protection and Affiliate Marketing &#8211; an impossible match?"},"content":{"rendered":"\n<p><span style=\"font-weight: 400;\">Ever since the <\/span><a href=\"http:\/\/curia.europa.eu\/juris\/document\/document_print.jsf?docid=218462&amp;text=&amp;dir=&amp;doclang=DE&amp;part=1&amp;occ=first&amp;mode=req&amp;pageIndex=0&amp;cid=2564265\"><span style=\"font-weight: 400;\">ECJ <\/span><\/a><span style=\"font-weight: 400;\">ruling on the active consent requirement for (advertising) cookies, the online marketing industry has been in a frenzy: Will <a href=\"https:\/\/usercentrics.com\/gdpr\/\">GDPR<\/a>-compliant affiliate marketing even be possible in the future? And what role do Consent Management Tools play in this?&nbsp;&nbsp;<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-affiliate-marketing-and-consent-management-tools-how-do-they-fit-together\"><span style=\"font-weight: 400;\">Affiliate Marketing and Consent Management Tools &#8211; how do they fit together?<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">The topic surrounding all Consent Management Platforms (CMP) has been skyrocketing &#8211; 43% of affiliate marketers find this to be the case according to a survey conducted by <\/span><a href=\"https:\/\/www.affiliateblog.de\/der-grosse-affiliate-marketing-trend-report-2020\/?fbclid=IwAR0JZ_pdiH1GA4sDoy1lZyyo4K_s_cmhyAZgDRwW_loS-kcHy322eW_AIG8#dsgvo\"><span style=\"font-weight: 400;\">affiliateblog.de<\/span><\/a><span style=\"font-weight: 400;\"> earlier this year. And it is not surprising at all, considering the latest legal rulings and the guidelines from the AdTech industry (ex. the IAB Transparency and Consent Framework (TCF) 2.0).<\/span><\/p>\n\n\n\n<p><strong>But can this shotgun wedding between affiliate marketing and CMPs work?<\/strong><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">One thing is certain: Consent Management and Affiliate Marketing will go fully hand in hand in the future &#8211; perhaps not completely voluntarily at first, because let&#8217;s face it, who wants to break old habits? But, the affiliate industry must find ways to master the balancing act between its desire for maximum information on the one hand and the users&#8217; desire for maximum privacy on the other.&nbsp;<\/span><\/p>\n\n\n<div class=\"uc-notice\">\n    <div class=\"uc-notice__icon\">\n        <svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path d=\"M10.8177 17.0093H12.8177V11.0093H10.8177V17.0093ZM11.8177 9.00928C12.1011 9.00928 12.3386 8.91344 12.5302 8.72178C12.7219 8.53011 12.8177 8.29261 12.8177 8.00928C12.8177 7.72594 12.7219 7.48844 12.5302 7.29678C12.3386 7.10511 12.1011 7.00928 11.8177 7.00928C11.5344 7.00928 11.2969 7.10511 11.1052 7.29678C10.9136 7.48844 10.8177 7.72594 10.8177 8.00928C10.8177 8.29261 10.9136 8.53011 11.1052 8.72178C11.2969 8.91344 11.5344 9.00928 11.8177 9.00928ZM11.8177 22.0093C10.4344 22.0093 9.13442 21.7468 7.91775 21.2218C6.70108 20.6968 5.64275 19.9843 4.74275 19.0843C3.84275 18.1843 3.13025 17.1259 2.60525 15.9093C2.08025 14.6926 1.81775 13.3926 1.81775 12.0093C1.81775 10.6259 2.08025 9.32594 2.60525 8.10928C3.13025 6.89261 3.84275 5.83428 4.74275 4.93428C5.64275 4.03428 6.70108 3.32178 7.91775 2.79678C9.13442 2.27178 10.4344 2.00928 11.8177 2.00928C13.2011 2.00928 14.5011 2.27178 15.7177 2.79678C16.9344 3.32178 17.9928 4.03428 18.8927 4.93428C19.7927 5.83428 20.5052 6.89261 21.0302 8.10928C21.5552 9.32594 21.8177 10.6259 21.8177 12.0093C21.8177 13.3926 21.5552 14.6926 21.0302 15.9093C20.5052 17.1259 19.7927 18.1843 18.8927 19.0843C17.9928 19.9843 16.9344 20.6968 15.7177 21.2218C14.5011 21.7468 13.2011 22.0093 11.8177 22.0093Z\" fill=\"black\"\/>\n<\/svg>\n    <\/div>\n    <div class=\"uc-notice__content\">\n                <p>Read about <a href=\"https:\/\/usercentrics.com\/guides\/privacy-led-marketing\/marketing-compliance-checklist\/\">marketing compliance checklist<\/a>\u00a0now<\/p>\n            <\/div>\n<\/div>\n\n\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-legitimate-interest-or-consent-where-is-the-boundary\"><span style=\"font-weight: 400;\">Legitimate interest or consent &#8211; where is the boundary?<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">On the basis of which legal framework could GDPR-compliant Affiliate Marketing be conducted in the future? Every company or website operator should seek comprehensive advice from a certified lawyer specializing in data privacy. Here, the following questions should be clarified: Which category do I assign Affiliate Marketing to? And on which legal basis do I invoke a legitimate interest or user consent?<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-bvdw-vs-dsk-no-current-consensus-on-a-legal-interpretation\"><span style=\"font-weight: 400;\">BVDW vs. DSK &#8211; no current consensus on a legal interpretation<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">The legal interpretation of the <\/span><a href=\"https:\/\/www.bvdw.org\/veroeffentlichungen\/publikationen\/detail\/artikel\/datenschutzkonformes-affiliate-marketing\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">BVDW <\/span><\/a><span style=\"font-weight: 400;\">in regards to &#8220;Affiliate Marketing in Conformity with Data Protection&#8221; is based on legitimate interest in the area of tracking. The Conference of Independent Data Protection Authorities of the Federal Government and the States (<\/span><a href=\"https:\/\/www.bvdw.org\/veroeffentlichungen\/publikationen\/detail\/artikel\/datenschutzkonformes-affiliate-marketing\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">DSK<\/span><\/a><span style=\"font-weight: 400;\">), on the other hand, assumes that explicit user consent is required in order to use tracking technologies as a website operator.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Anyone who closely observes the current trend in regulations towards ever stricter data protection requirements must expect that in future, things will change. Both advertisers and affiliates will not be able to avoid obtaining the consent of users for certain technologies, especially if the profiling or tracking of user behaviour is made possible as a result.&nbsp;<\/span><\/p>\n\n\n<div class=\"uc-notice\">\n    <div class=\"uc-notice__icon\">\n        <svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path d=\"M10.8177 17.0093H12.8177V11.0093H10.8177V17.0093ZM11.8177 9.00928C12.1011 9.00928 12.3386 8.91344 12.5302 8.72178C12.7219 8.53011 12.8177 8.29261 12.8177 8.00928C12.8177 7.72594 12.7219 7.48844 12.5302 7.29678C12.3386 7.10511 12.1011 7.00928 11.8177 7.00928C11.5344 7.00928 11.2969 7.10511 11.1052 7.29678C10.9136 7.48844 10.8177 7.72594 10.8177 8.00928C10.8177 8.29261 10.9136 8.53011 11.1052 8.72178C11.2969 8.91344 11.5344 9.00928 11.8177 9.00928ZM11.8177 22.0093C10.4344 22.0093 9.13442 21.7468 7.91775 21.2218C6.70108 20.6968 5.64275 19.9843 4.74275 19.0843C3.84275 18.1843 3.13025 17.1259 2.60525 15.9093C2.08025 14.6926 1.81775 13.3926 1.81775 12.0093C1.81775 10.6259 2.08025 9.32594 2.60525 8.10928C3.13025 6.89261 3.84275 5.83428 4.74275 4.93428C5.64275 4.03428 6.70108 3.32178 7.91775 2.79678C9.13442 2.27178 10.4344 2.00928 11.8177 2.00928C13.2011 2.00928 14.5011 2.27178 15.7177 2.79678C16.9344 3.32178 17.9928 4.03428 18.8927 4.93428C19.7927 5.83428 20.5052 6.89261 21.0302 8.10928C21.5552 9.32594 21.8177 10.6259 21.8177 12.0093C21.8177 13.3926 21.5552 14.6926 21.0302 15.9093C20.5052 17.1259 19.7927 18.1843 18.8927 19.0843C17.9928 19.9843 16.9344 20.6968 15.7177 21.2218C14.5011 21.7468 13.2011 22.0093 11.8177 22.0093Z\" fill=\"black\"\/>\n<\/svg>\n    <\/div>\n    <div class=\"uc-notice__content\">\n                <p>Read about <a href=\"https:\/\/usercentrics.com\/guides\/privacy-led-marketing\/\">marketing data privacy<\/a> now.<\/p>\n            <\/div>\n<\/div>\n\n\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-right-to-maximum-transparency-in-data-protection\"><span style=\"font-weight: 400;\">The right to maximum transparency in data protection<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">This makes everything considerably more transparent to the user in regards to what data is collected and, above all, for what purposes it is passed on to third parties. A general right to chose is embedded in the GDPR regulations.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">A Consent Management Platform (CMP) enables website operators to give their users a right to choose when collecting their personal data.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">If the website user agrees to the use of certain technologies in a granular manner, he or she in turn enables the website operator to use the user data for personalised advertising measures.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Every website operator must carefully assess which technology is of legitimate interest (without consent) or which technology can classify obtaining consent as a legal requirement and set up his or her CMP accordingly. If you are interested in finding out how such a GDPR-compliant implementation of a CMP can look like, click here.<\/span><\/p>\n\n\n<div class=\"uc-notice\">\n    <div class=\"uc-notice__icon\">\n        <svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path d=\"M10.8177 17.0093H12.8177V11.0093H10.8177V17.0093ZM11.8177 9.00928C12.1011 9.00928 12.3386 8.91344 12.5302 8.72178C12.7219 8.53011 12.8177 8.29261 12.8177 8.00928C12.8177 7.72594 12.7219 7.48844 12.5302 7.29678C12.3386 7.10511 12.1011 7.00928 11.8177 7.00928C11.5344 7.00928 11.2969 7.10511 11.1052 7.29678C10.9136 7.48844 10.8177 7.72594 10.8177 8.00928C10.8177 8.29261 10.9136 8.53011 11.1052 8.72178C11.2969 8.91344 11.5344 9.00928 11.8177 9.00928ZM11.8177 22.0093C10.4344 22.0093 9.13442 21.7468 7.91775 21.2218C6.70108 20.6968 5.64275 19.9843 4.74275 19.0843C3.84275 18.1843 3.13025 17.1259 2.60525 15.9093C2.08025 14.6926 1.81775 13.3926 1.81775 12.0093C1.81775 10.6259 2.08025 9.32594 2.60525 8.10928C3.13025 6.89261 3.84275 5.83428 4.74275 4.93428C5.64275 4.03428 6.70108 3.32178 7.91775 2.79678C9.13442 2.27178 10.4344 2.00928 11.8177 2.00928C13.2011 2.00928 14.5011 2.27178 15.7177 2.79678C16.9344 3.32178 17.9928 4.03428 18.8927 4.93428C19.7927 5.83428 20.5052 6.89261 21.0302 8.10928C21.5552 9.32594 21.8177 10.6259 21.8177 12.0093C21.8177 13.3926 21.5552 14.6926 21.0302 15.9093C20.5052 17.1259 19.7927 18.1843 18.8927 19.0843C17.9928 19.9843 16.9344 20.6968 15.7177 21.2218C14.5011 21.7468 13.2011 22.0093 11.8177 22.0093Z\" fill=\"black\"\/>\n<\/svg>\n    <\/div>\n    <div class=\"uc-notice__content\">\n                <p>Read about <a href=\"https:\/\/usercentrics.com\/guides\/privacy-led-marketing\/affiliate-marketing-compliance\/\">affiliate marketing compliance <\/a> now<\/p>\n            <\/div>\n<\/div>\n\n\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-conclusion-nbsp\"><span style=\"font-weight: 400;\">Conclusion&nbsp;<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">All in all, let&#8217;s not forget: <a href=\"https:\/\/usercentrics.com\/gdpr\/\">A GDPR-compliant approach to user consent<\/a> also represents a great opportunity &#8211; especially for Affiliate Marketing. Because if and only if, the data controller can prove correct, informed, concrete and explicitly gathered consent, can the use of data be legally valid.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Data-driven business models can then work not only with greater transparency with clients, but also deeper into the data. For operational purposes such as AI, tracking or retargeting, as well as for Affiliate Marketing, a legally compliant database will be an essential component in the future. This will make marketing measures focused on opt-in users even more successful.<\/span><\/p>\n\n\n\n<p>&nbsp;<\/p>\n\n\n\n<p>DISCLAIMER<\/p>\n\n\n\n<p><em>We, as Usercentrics, assume no legal liability for the texts in our database. Please check them yourself and\/or with your legal advisor.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ever since the ECJ ruling on the active consent requirement for (advertising) cookies, the online marketing industry has been in a frenzy: Will GDPR-compliant affiliate marketing even be possible in the future? And what role do Consent Management Tools play in this?&nbsp;&nbsp; Affiliate Marketing and Consent Management Tools &#8211; how do they fit together? The [&hellip;]<\/p>\n","protected":false},"featured_media":2024,"template":"","meta":{"_acf_changed":false,"editor_notices":[],"footnotes":""},"tags":[],"magazine_issue":[],"magazine_tag":[],"resource_tag":[13],"class_list":["post-277","knowledge","type-knowledge","status-publish","has-post-thumbnail","hentry","resource_tag-regulations"],"acf":[],"yoast_head":"<title>Data protection and Affiliate Marketing | Usercentrics<\/title>\n<meta name=\"description\" content=\"Will GDPR-compliant affiliate marketing even be possible in the future? And what role do Consent Management Tools play in this?\u00a0\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Data protection and Affiliate Marketing | Usercentrics\" \/>\n<meta property=\"og:description\" content=\"Will GDPR-compliant affiliate marketing even be possible in the future? 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