Italian data protection authority sets deadline for email tracking pixel compliance

What happened

• The Italian Data Protection Authority (Garante) issued detailed guidance on the permissible use of tracking pixels in email communications.
• Organisations must review and adjust their email‑marketing tools to meet the guidance.
• Non‑compliance after the deadline could trigger supervisory action.

Why it matters

Any entity that embeds or relies on invisible pixels to monitor email opens must audit its campaigns and either obtain explicit consent or remove the technology before the deadline.

Business impact

Marketing teams will need to modify email platforms or obtain additional consent, potentially increasing campaign costs and affecting analytics capabilities.

What to check

1. 1

   audit email systemsHigh priority

   Identify all instances where tracking pixels are used in outbound email communications.

2. 2

   obtain explicit consentHigh priority

   If retaining pixels, ensure recipients have provided clear, opt‑in consent as required by the guidance.

3. 3

   update privacy noticesMedium priority

   Reflect the use of tracking pixels and related data processing in your public privacy policy.

4. 4

   remove non‑compliant pixelsCritical priority

   Eliminate any tracking pixels that cannot meet the consent or transparency requirements before 29 October 2026.