The European Union is in the midst of working out new legislation that would govern internet interactions. At risk is legislation that makes it harder to collect data on internet users. This action would make targeted advertising more difficult as well as collecting data for the social networks that is useful determining user preferences.
Photo Credit: YanniKouts
Even though the legislation will only effect businesses operating in Europe it will have implications for businesses in the US. If legislation there is more stringent, then it will help solidify resistance over here, making it easier for similar restrictions to pass through US Congress. The European legislation also governs US firms operating over there. By creating a two-tiered system it may simply be cheaper to just conform to EU policy and operate in the US without fully maximizing potential. That operation would then change the norm here and eventually have an effect on US policy.
As of now the US Chamber of Commerce has not responded to the EU deliberation. Facebook has been very active lobbying against these efforts as well as the US government. This is a trending story that needs to be followed closely as it will have significant effects on operations in the US for all digital agencies.