<img src="https://secure.leadforensics.com/133892.png" alt="" style="display:none;">

In early October, President Joe Biden signed an executive order with a new framework to protect data transfers between the U.S. and the European Union with a mission to provide a joint Privacy Shield 2.0.

The European Union rejected the last framework in 2020, in the court case Schrems II. After Schrems II, most companies within the EU had a hard time to be fully compliant. This is because many companies use American cloud services. Even if they managed to provide services with data storage in the EU, the company might still have business in the U.S., which complicates matters. This is mostly because it is still unclear how personal data is handled, and whether it’s available for U.S. Intelligence Agencies.

This new framework, signed by President Biden, includes privacy guarantees to prevent the U.S. from gathering personal data and contains actions to meet the concerns E.U. had when the last Privacy Sheild was declared invalid.

Here’s everything the Privacy Shield 2.0 covers:

  • Adds further safeguards for U.S. signals intelligence activities
  • Mandates requirements for personal information
  • Requires U.S. Intelligence Community elements to update their policies and procedures
  • Creates a multi-layer mechanism for individuals to obtain independent, binding review and redress
  • Calls on the Privacy and Civil Liberties Oversight Board to review Intelligence Community policies and procedures

The goal with the new framework is to reach an agreement to enable usage of services from companies in the US and still be GDPR compliant. But the framework is not finalized yet, and it could be turned down in a Scherms III court act. According to BEUC, The European Consumer Organization, the framework is still insufficient to protect personal data and privacy, and the improvements are not enough.

What does this mean for companies in the U.S. and the EU?

You will still have to take the same actions to protect personal data that GDPR and Schrems II require since it will take around six months for the EU to ratify the framework. However, it’s always important to have a compliance strategy, and if you don’t have one in place, this is certainly the time to create one.

An agreement is necessary to ensure transatlantic data flow and to enable the $7.1 trillion EU-U.S. economic relationship, so let’s hope for a quick resolution.

Let's have a chat!

If you want to know more about Consent Management or to evaluate your current compliance, contact Rebecca Sahlström


Psst! This is a series of blogposts on the GA4 topic. Read the first post here, Is google analytics gdpr compliant?


Discuss this post

Recommended posts

Increasing numbers of B2B companies are investing in customer portals where they can offer the customer a personalised buying experience that includes digital assistance and information. But there are still companies that take orders via telephone or email and close new deals using salespeople out in the field.
What your customers don’t have enough of is more time. So it’s no surprise that online self-service is increasing in popularity. With a customer portal, you can increase sales, offer new services and simultaneously streamline and reduce costs for customer service. Being able to offer your customers a portal is starting to become a hygiene factor, particularly today where your customers have more options, more products to choose between, more information facilitating the buying decision and an increased range of channels for handling aftermarket issues.
The digital transformation has changed our purchasing behaviour. Because modern consumers collect information, compare and weigh up the advantages and disadvantages by themselves before making a buying decision, they have often come a long way in the purchase process before approaching a supplier. To create business opportunities and gain repeat custom, you need to achieve an experience that extends across and is the same in all channels. This is particularly clear in the B2B sector. To succeed here, it's best to start at the other end and collect information about your customers to achieve a 360-degree view.
In B2B, it’s particularly important to maximise customer lifetimes so you can grow and maintain competitiveness. E-commerce provides many ways to acquire, maintain and retain customers and to create opportunities for long-term relationships. By offering a good customer experience, working with loyalty incentives and adding aftermarket services, e-commerce can improve CLV – Customer Lifetime Value.
We have been led to believe that digital and the internet is a green alternative e.g., e-books saves paper, streaming and downloading films and music reduces packaging and digital meetings cuts out the need to travel. Whilst all these alternatives can have a lower environmental impact, the fact is they still create carbon emissions that comes from the generation of electricity that is required to power data centres, telecom networks and devices like mobiles and laptops that deliver these services and products. For example, in 2021, almost two-thirds (61.8%) of global electricity came from fossil fuels (source: Our World in Data based on BP Statistical Review of World Energy & Ember). This figure is slowly improving as more countries transition to renewable energy sources, but it will take time, we need to do everything we can now to reduce our electricity consumption. With broadband speeds increasing every year and higher screen resolutions, content producers have added richer media to their websites such as larger images and video. Sites are also using increasingly sophisticated JavaScript frameworks like Angular and React. The average global page size of a desktop website has increased by 229.7% during the last ten years. On mobile there has been an increase of 579.5% for the same period increasing the average page size of 288.1 kb in 2012 to 1957.6 kb in 2022 (source: httparchive.org). This is a worrying trend, more data requires more electricity. Fortunately, there is a lot we can do to make websites more energy efficient, if we truly want digital to be the green alternative. We can make electricity savings across the entire web development process, from UX design and implementation to web hosting.
right-arrow share search phone phone-filled menu filter envelope envelope-filled close checkmark caret-down arrow-up arrow-right arrow-left arrow-down