Suche
Mein Konto
New regulations in data protection: Obligatory consent for cookies from 2025
Find out more about the current data protection regulations in Germany and their impact on user tracking and advertising.
New regulations in data protection: Obligatory consent for cookies from 2025
On May 20, 2025, an emotional speech by coach *Polzin* received great attention in the world of football. The speech, which was captured in a video, describes the impressive journey of the coach and his team. Spectators and fans were touched by the passionate words that illuminate the team's challenges and successes. *Kicker* reports that the speech not only addresses sporting aspects, but also emphasizes the human side of football and portrays the team as a unit.
*Polzin*'s speech helps to strengthen the emotional bonds between players and fans. The coach uses powerful metaphors to portray the odds the team has had to overcome. This speech is considered crucial for motivating the team in the upcoming important competition.
Insight into the legal framework for data processing
Another topic that is currently being intensively discussed is the regulations for storing and processing data. Section 25 of the TTDSG, which has been in force in Germany since December 2021, stipulates that consent is required when information is stored or accessed on end devices. This means that companies that work with tracking tools must be careful to obtain consent from their users.
The legislature has defined clear exceptions in which consent is not required, for example when transmitting a message over a public telecommunications network or for services that are expressly requested. According to the *SRD Rechtsanwälte* blog, these regulations are not only relevant to personal data, but also apply to non-personal information.
Challenges in practice and future developments
Companies are increasingly facing the risk of fines if they use tracking tools without the necessary consent, especially with regard to services from the USA. The most recent adequacy decision for the USA, which came into force on July 10, 2023, provides clarity here, but the situation remains tense. Balancing compliance with data protection laws and effective marketing strategies is a challenge that companies must continually address.
Cookie-based tracking that is carried out without consent is not permitted in the current legal situation. Therefore, designing consent banners that provide clear options to consent or decline is essential. Current rulings emphasize the need to make refusal options equivalent to consent in order to meet the requirements of the GDPR and national laws.
In summary, in both sport and data protection, emotional appeal and legal requirements go hand in hand. While *Polzin* touches the hearts of fans, companies must keep an eye on the legal framework to be on the safe side.