The TeraVolt agency analyzed 48 German channels with HbbTV offers. The study shows that the majority of broadcasters do not seem to care enough about the privacy of their users.
According to TeraVolt, 81 percent of German broadcasters have not implemented a so-called consent tool in their media libraries. With this tool, the broadcasters obtain the consent of their viewers to use their data. Of the 29 private broadcasters examined, only eight are said to have integrated a consent tool. Seven of them belong to ProSiebenSat.1 alone. From the RTL group, no broadcaster has implemented a consent tool, like many others.
The 19 public channels should hardly look any better. Such a tool can only be found at Arte. Users of the media libraries of ARD, ZDF and Co. have to deactivate cookies and tracking in all settings themselves, as TeraVolt announces. The Federal Court of Justice actually decided in May that users must actively consent to the processing of their data. The HbbTV media libraries are no exception.
Oliver Koch, founder and managing director at TeraVolt, explains: “The public service providers do not primarily use the user data for advertising purposes. Therefore, they are not subject to as much pressure as the private sector when it comes to consent ”. The German broadcasters have so far always invoked a “legitimate interest” in marketing, Koch continues.
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