{"id":13182,"date":"2025-09-23T09:39:06","date_gmt":"2025-09-23T07:39:06","guid":{"rendered":"https:\/\/www.optimalways.com\/2025\/09\/test-en\/"},"modified":"2025-10-24T13:46:44","modified_gmt":"2025-10-24T11:46:44","slug":"test-en","status":"publish","type":"post","link":"https:\/\/www.optimalways.com\/en\/2025\/09\/test-en\/","title":{"rendered":"New French DPA Compliance Rules for Audience Measurement: Ready to Comply?"},"content":{"rendered":"<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">In a rather discreet manner, the French Data Protection Agency (CNIL) published on\u00a0<\/span><span class=\"font-[700]\">July 4, 2025<\/span><span class=\"\">, new rules concerning the\u00a0<\/span><span class=\"font-[700]\">consent exemption for audience measurement solutions<\/span><span class=\"\">. These must be implemented\u00a0<\/span><span class=\"font-[700]\">no later than January 1, 2026<\/span><span class=\"\">.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">In this article, we review the main developments compared with the rules that have been in effect since December 2020.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h3><span class=\"\">\u2728<strong> Key Changes<\/strong><\/span><\/h3>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h3><span class=\"\">1\ufe0f\u20e3 From Evaluation Program to Self-Assessment<\/span><\/h3>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">Until now, the CNIL ran an official evaluation program: analytics solutions could be audited and recognized as configurable in a way that qualified them for the exemption.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">\ud83d\udc49 From now on, this system is being replaced by a\u00a0<\/span><span class=\"font-[700]\">self-assessment tool<\/span><span class=\"\">\u00a0made available to providers. Each publisher or service provider must be able to demonstrate that their configured solution fully meets the required criteria.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h3><span class=\"\">2\ufe0f\u20e3 End of the Official List of Audited Solutions<\/span><\/h3>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">The\u00a0<\/span><span class=\"font-[700]\">public list of solutions evaluated by the CNIL<\/span><span class=\"\">\u00a0will disappear on\u00a0<\/span><span class=\"font-[700]\">January 1, 2026<\/span><span class=\"\">.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">\ud83d\udc49 It will now be up to each publisher and provider to\u00a0<\/span><span class=\"font-[700]\">prove their compliance<\/span><span class=\"\">, whether during pre-sales discussions or in the event of a CNIL audit.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h3><span class=\"\">3\ufe0f\u20e3 Exemption Conditions: Continuity, but Greater Stringency<\/span><\/h3>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">The main principles from 2020 remain unchanged:<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<ul>\n<li><span class=\"\">Purpose strictly limited to audience measurement,<\/span><\/li>\n<li><span class=\"\">Data anonymization,<\/span><\/li>\n<li><span class=\"\">No cross-referencing with other data processing,<\/span><\/li>\n<li><span class=\"\">No cross-site tracking,<\/span><\/li>\n<li><span class=\"\">GDPR compliance.<\/span><\/li>\n<\/ul>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">In 2025, these criteria are\u00a0<\/span><span class=\"font-[700]\">clarified and reinforced<\/span><span class=\"\">: the self-assessment process requires detailed documentation of the metrics collected and configuration parameters used.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h3><span class=\"\">4\ufe0f\u20e3 Lifetime of Trackers and Data Retention<\/span><\/h3>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"font-[700]\">2020:<\/span><span class=\"\">\u00a0clear recommendations \u2192 limited lifespan for trackers\/cookies (e.g., 13 months), maximum data retention of 25 months, and periodic review.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"font-[700]\">2025:<\/span><span class=\"\">\u00a0these rules remain in place, but the key point is that\u00a0<\/span><span class=\"font-[700]\">publishers must now provide concrete proof<\/span><span class=\"\">\u00a0that these durations are effectively respected in their actual configuration, not just stated in theory.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h3><span class=\"\">5\ufe0f\u20e3 Reinforced Accountability<\/span><\/h3>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">With this new framework, the CNIL\u00a0<\/span><span class=\"font-[700]\">shifts full responsibility<\/span><span class=\"\"> to:<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<ul>\n<li><span class=\"\">Analytics solution providers, and<\/span><\/li>\n<li><span class=\"\">Website publishers implementing them.<\/span><\/li>\n<\/ul>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">\ud83d\udc49 It is now up to them to ensure their configurations are compliant \u2014 and to be able to\u00a0<\/span><span class=\"font-[700]\">prove it at any time<\/span><span class=\"\">.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">\u2705\u00a0<\/span><span class=\"font-[700]\">In summary:<\/span><span class=\"\">\u00a0The CNIL will\u00a0<\/span><span class=\"font-[700]\">no longer \u201cvalidate\u201d<\/span><span class=\"\">\u00a0analytics tools. Each actor must now\u00a0<\/span><span class=\"font-[700]\">prove and document their own compliance<\/span><span class=\"\">. This marks a major shift toward greater\u00a0<\/span><span class=\"font-[700]\">rigor, transparency, and governance<\/span><span class=\"\">.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h3><span class=\"\">\u26a0\ufe0f <strong>What This Means in Practice<\/strong><\/span><\/h3>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"font-[700]\">Audit your current tools:<\/span><span class=\"\">\u00a0If you\u2019re using a solution listed under the 2020 version, check its current version and configuration \u2014 and confirm that it matches your actual implementation. Don\u2019t assume that\u00a0<\/span><span class=\"italic\">\u201clisted = automatically exempt.\u201d<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"font-[700]\">Use the CNIL\u2019s self-assessment tool promptly:<\/span><span class=\"\">\u00a0This is now the key mechanism for determining whether your solution can benefit from consent exemption. Keep evidence (configuration, version, active metrics, cookie lifetime, etc.).<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"font-[700]\">Ensure transparency with your providers:<\/span><span class=\"\">\u00a0Request configuration guides and contractual commitments to ensure they meet exemption criteria \u2014 and ask for proper documentation.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"font-[700]\">Update your internal and privacy policies:<\/span><span class=\"\">\u00a0Make sure your policies reflect the right practices (lifetime, retention, anonymization, absence of cross-site tracking, or unauthorized data matching).<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"font-[700]\">Prepare for the removal of the old list:<\/span><span class=\"\">\u00a0The 2020 version will be\u00a0<\/span><span class=\"font-[700]\">removed on January 1, 2026<\/span><span class=\"\">, so you need to be fully aligned with the 2025 criteria well in advance.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h3><span class=\"\">\ud83d\udca1 <strong>In Conclusion<\/strong><\/span><\/h3>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">The difference between 2020 and 2025 is not revolutionary in principle (purpose, anonymization, retention, etc.) but\u00a0<\/span><span class=\"font-[700]\">significant in form and responsibility<\/span><span class=\"\">. We are moving from a framework where the CNIL identified \u201csafe\u201d tools to one where\u00a0<\/span><span class=\"font-[700]\">each publisher and provider must prove their compliance<\/span><span class=\"\">. This marks a decisive shift toward\u00a0<\/span><span class=\"font-[700]\">self-accountability, transparency, and demonstrability<\/span><span class=\"\">.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">The\u00a0<\/span><span class=\"font-[700]\">Optimal Ways team<\/span><span class=\"\">\u00a0is ready to support you in navigating these changes. We have been working for several years alongside DPOs of leading retail and e-commerce companies, with recognized expertise in\u00a0<\/span><span class=\"font-[700]\">compliance and optimization of analytics solutions<\/span><span class=\"\">.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"font-[700]\">Sources:<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<ul>\n<li><span class=\"\"><a href=\"https:\/\/www.linkedin.com\/redir\/redirect?url=https%3A%2F%2Fwww%2Ecnil%2Efr%2Fsites%2Fdefault%2Ffiles%2Fatoms%2Ffiles%2Flignes_directrices_de_la_cnil_sur_les_cookies_et_autres_traceurs%2Epdf&amp;urlhash=GqIp&amp;trk=article-ssr-frontend-pulse_little-text-block\" target=\"_blank\" rel=\"noopener\" data-tracking-control-name=\"article-ssr-frontend-pulse_little-text-block\" data-tracking-will-navigate=\"\" data-test-link=\"\">CNIL Deliberation No. 2020-091 of 17 September 2020 \u2014 adoption of guidelines on the application of Article 82 of the French Data Protection Act (regarding cookies and other trackers), repealing Deliberation No. 2019-093 of 4 July 2019.<\/a><\/span><\/li>\n<li><span class=\"italic\"><a href=\"https:\/\/www.linkedin.com\/redir\/redirect?url=https%3A%2F%2Fwww%2Ecnil%2Efr%2Ffr%2Fcookies-et-autres-traceurs%2Fregles%2Fcookies-solutions-pour-les-outils-de-mesure-daudience&amp;urlhash=Z-wG&amp;trk=article-ssr-frontend-pulse_little-text-block\" target=\"_blank\" rel=\"noopener\" data-tracking-control-name=\"article-ssr-frontend-pulse_little-text-block\" data-tracking-will-navigate=\"\" data-test-link=\"\">\u201cCookies: solutions for audience measurement tools\u201d<\/a><\/span><span class=\"\">, CNIL, 15 September 2023.<\/span><\/li>\n<li><span class=\"italic\"><a href=\"https:\/\/www.linkedin.com\/redir\/redirect?url=https%3A%2F%2Fwww%2Ecnil%2Efr%2Ffr%2Fcookies-solutions-pour-les-outils-de-mesure-daudience&amp;urlhash=8sO0&amp;trk=article-ssr-frontend-pulse_little-text-block\" target=\"_blank\" rel=\"noopener\" data-tracking-control-name=\"article-ssr-frontend-pulse_little-text-block\" data-tracking-will-navigate=\"\" data-test-link=\"\">\u201cCookies: solutions for audience measurement tools\u201d<\/a><\/span><span class=\"\">, CNIL, 4 July 2025.<\/span><\/li>\n<\/ul>\n<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In a rather discreet manner, the French Data Protection Agency (CNIL) published on\u00a0July 4, 2025, new rules concerning the\u00a0consent exemption for audience measurement solutions. These must be implemented\u00a0no later than January 1, 2026. In this article, we review the main developments compared with the rules that have been in effect since December 2020. \u2728 Key [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":13755,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[43,49,41],"tags":[],"class_list":["post-13182","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-feedback","category-insights","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.6 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>New French DPA Compliance Rules for Audience Measurement: Ready to Comply? - Optimal Ways, l&#039;agence de digital analytics et d&#039;optimisation pour l&#039;ecommerce (Paris, Lille)<\/title>\n<meta name=\"description\" content=\"In a rather discreet manner, the French Data Protection Agency (CNIL) published on\u00a0July 4, 2025, new rules concerning the\u00a0consent exemption for audience In a rather discreet manner, the French Data Protection Agency (CNIL), new rules concerning the\u00a0consent exemption for audience measurement solutions. 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