EU privacy proposal could dent Facebook, Gmail ad revenue

By Julia Fioretti BRUSSELS (Reuters) – Online messaging services such as WhatsApp, iMessage and Gmail will face tougher rules on how they can track users under a proposal presented by the European Union executive on Tuesday which could hurt companies reliant on advertising. The web companies would have to guarantee the confidentiality of their customers' conversations and get their consent before tracking them online to target them with personalized advertisements. For example, email services such as Gmail and Hotmail will not be able to scan customers' emails to serve them with targeted advertisements without getting their explicit agreement.

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