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Die Entscheidung der EU-Kommission, TikTok für ihre 32.000 Mitarbeitenden ab dem 1. März zu verbieten, zeigt erneut die Besorgnis über Cybersicherheit und den Datenfluss nach China. Insbesondere Standortdaten der Mitarbeiter können ein sensibles Thema sein und sollten vor unbefugtem Zugriff geschützt werden. Obwohl das Verbot nur einen Bruchteil der TikTok Nutzer in der EU (aktuell etwa 150 Mio.) betrifft, gibt es bereits Diskussionen in der Politik, TikTok auch für Staatsmitarbeiter zu verbieten.
Andere TikTok Urteile?
Auch in den USA wird über ein TikTok Verbot diskutiert, und Demokraten und Republikaner haben bereits Gesetzesentwürfe hierfür eingebracht. Die Bedenken in Bezug auf Datenschutz und Cybersicherheit sind hier ähnlich wie in Europa.
Trotzdem gibt es auch positive Entwicklungen für Nutzer der TikTok Plattform. Im Juni letzten Jahres lehnte der Digitalminister in Deutschland ein erstes Gesetz zur Regulierung von TikTok ab.
Gefahr für Werbetreibende
Doch die Datenschutzproblematik bei TikTok bleibt bestehen. Wer TikTok Ads nutzt und den Pixel auf seiner Webseite einsetzt, verstößt gegen die DSGVO, da die Daten des Besuchers direkt an Nicht-EU Länder fließen. Dies ist ähnlich wie bei anderen Drittanbieter-Scripts wie Google Fonts und Analytics, bei denen die Übermittlung von Daten ebenfalls ein Problem darstellt.
Es ist daher nur eine Frage der Zeit, bis auch gegen TikTok Ads das erste Urteil gefällt wird. Unternehmen sollten daher Alternativen in Betracht ziehen, wie etwa richtiges Server-Side Tracking. Hier werden die Daten des Besuchers vom Unternehmen selbst erhoben und dann DSGVO-konform an die Plattformen geschickt. Dies ist momentan die einzige Möglichkeit, um TikTok Ads zu nutzen, ohne gegen die Datenschutzgrundverordnung zu verstoßen.
Ein Verbot von TikTok würde zweifellos Auswirkungen auf Unternehmen haben, die sich auf TikTok konzentrieren. Es ist daher wichtig, sich mittel- bis langfristig damit auseinanderzusetzen und mögliche Alternativen oder zumindest parallelen zu finden. Datenschutz und Cybersicherheit sind in der heutigen digitalen Welt von entscheidender Bedeutung, und Unternehmen sollten diese Faktoren bei der Auswahl ihrer digitalen Tools und Dienste berücksichtigen.
Update 17.03.2023: Auch Neuseeland sperrte nun den Zugang zu TikTok auf allen Handys der Parlament Mitarbeiter. Zudem plant die EU ein grundlegendes Gesetzt für den 1. September 2023, welches sich auf digitale Dienste bezieht (Digital Services Act, DSA), worin auch Datenschutz eine wichtige Rolle spielt.
Meta Pixel stellt eigene Server-Side Tracking Lösung vor: Per einfachem Klick wird ein Server auf AWS bereit gestellt, der das Tracking optimieren soll. Wie sieht das aus und wie Vergleicht sich die Lösung mit „echtem“ Server-Side Tracking?
Entscheidung des DSB: Meta-Pixel ist illegal. Da die Branche mit den ganzen Werbe und Analyse Skripte sowieso fast immer gegen die DSGVO verstößt, ist den meisten bekannt. Allerings kommen jetzt konkrete Entscheidungen und Urteile hervor. Wie Werbetreibende und Unternehmen damit umgehen können?
Was ist der Unterschied zwischen Third Party und First Party Cookies? Und wie steht es um die Browser und deren Support?
Neben Abmahnverbänden könnten auch andere Unternehmen eine DSGVO Abmahnung wegen der Client-Side Nutzung von Google und Meta Ads in die Wege leiten.
Wie neben der 390 Mio Strafe auch Werbetreibende massive Einbußen durch das Urteil erleiden werden. Ähnlich wie bei iOS 14 schon.
Grob ein Jahr ist es her, seit dem iOS14.5 Update, welches die wohl größten Impacts in der Online-Marketing Welt mit sich brachte. Vor allem das Feature „App Tracking Transparency“ hat dazu geführt. Wo stehen wir heute?
Jetzt einen Termin sichern
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Ich freue mich auf einen unverbindlichen Austausch! Wir hören uns gerne verschiedenste und komplexe Setups an und können mit unserem Netzwerk die beste Tracking Lösung finden. Selbst wenn wir einen Partner dazu holen oder weiterempfehlen: Uns ist es wichtig, dass das Tracking vernünftig auf die Situation angepasst ist.
