France: New Law Imposes Prior Authorisation on all OOH Automatic Audience Measurement Installations
According to a new French law, “any automatic audience measuring system attached to any advertising device, or system which analyses the type or behaviour of people passing close to an advertising device is subject to authorization by the National Council for Information and Civil Liberties (CNIL)”.
Until now, such systems were only required to be declared at the CNIL, an independent administrative authority whose main task is to protect privacy and personal and public liberties.
OOH audience measurement tools using cameras (as in digital media installations or static posters) as well as traffic measurement systems using boxes which receive information from mobile phones and which calculate individuals’ geographic position (to determine hot and cold spots, etc.) are all affected by the new rules.