I tried to give an overview about the situation (present and near future) with application of the legislative and regulatory requirements regarding digital marketing and analytics.
In my humble opinion the current situation is not ideal. Most of the Czech market follows the outdated recommendation of The Office for Personal Data Protection and informs only about the possibility to block cookies via browser settings. EU already marked that approach insufficient, but the new recommendation doesn't exist yet and there are rumours that the long awaited ePrivacy directive won't be finished soon.
Therefore meanwhile other players within the industry took the initiative. There are pioneers and privacy advocates like Stephane Hamel that try to appel to look at he topic from the angle of ethics rather than the legislation that needs to do many compromises and take into account a lot of conflicting interests. Stephane tried to propose so called "Digital Marketing & Analytics Ethics manifesto" that AFAIK is open for comments.
There are other contributors to the debate that are worth mentioning like Brian Clifton that did some research and based on that offers tool for ensuring compliance of your Google Analytics implementation with his project Verified Data or Simo Ahava that joined the effort of browser manufacturers that started to build solutions to prevent malicious behaviours that cross the lines of ethics (like Safari's ITP, Mozilla's ETP or Brave Browser) and informs about those within cookiestatus.com.
Also the commercial sphere isn't silent. When we solve the sole issue of Consent and Cookies Management, we cas use existing services like OneTrust, CookieBot or iubenda.com. These tools also mostly follow recommendations of IAB Europe - European-level association for the digital marketing and advertising ecosystem - and their Transparency and Consent Framework 2.0. This effort seems to be pretty consistent with the path that is paved by the existing proposals for the new legislation.
There are many overlaps with other issues from neighboring industries and still a lot of uncertainty, insufficient awareness and lack of support in the existing solutions that we need to solve. If we are not willing to put any effort into being part of the solution, we will just stay part of the problem, so I kindly ask anyone with the competencies and capacity to at least join the discussion but better to provide solution by examples, demos or recommendations, so we all can finally find the light at the end of the tunnel.
Presentation for MeasureCamp Czechia 2020 by @cataLuc