Eloqua Adds New Features to Meet European Union Privacy Requirements

Eloqua, a “revenue performance management solutions” firm, announced yesterday it will be creating new “strict mode” features to hep marketers comply with privacy tracking regulations mandated by the European Union. (EU)

Under amendments to the EU’s privacy directive, organizations conducting any online marketing campaigns within the EU must now have an “opt-in consent” (i.e., explicit permission) to track any individual’s online activity.

Eloqua’s platform has now made complying with this requirement much simpler for agencies working within the EU. Once a setting is enabled on any Eloqua product’s back-end, the opt-in process will be triggered automatically.

“Companies doing business in the European Union are deeply concerned about staying within the bounds of these new requirements,” said Dennis Dayman, Eloqua’s chief privacy and security officer. “Eloqua is staying ahead of these changes by introducing these new features. Once activated, this feature automates the process of requesting opt-in functionality and helps organizations comply with stricter regulations.”

The features will be available immediately and are free of charge.