Italian Data Protection Authority mandates tracking pixel rules

The Italian Data Protection Authority (Garante per la protezione dei dati personali) has issued a reminder regarding new obligations for the use of tracking pixels in email marketing. Companies, platforms, and newsletter providers must implement necessary measures to comply with established guidelines by October 29, 2026.

Tracking pixels are invisible images used to monitor user interaction, such as IP addresses, device types, and email open rates. Under current regulations, tracking without explicit, free, specific, and informed consent is prohibited, except for strictly necessary technical, security, or institutional purposes.

Users must be provided with clear information when their data is collected and must be given a simple way to revoke consent, such as a link at the bottom of a message. Compliance checks will begin on October 30, with violations subject to sanctions under the GDPR.