{"id":141234,"date":"2026-07-22T17:30:56","date_gmt":"2026-07-22T15:30:56","guid":{"rendered":"https:\/\/www.lcalex.it\/?p=141234"},"modified":"2026-07-22T17:30:47","modified_gmt":"2026-07-22T15:30:47","slug":"tracking-pixels-in-emails-italys-data-protection-authority-garante-sets-new-rules-for-businesses","status":"publish","type":"post","link":"https:\/\/www.lcalex.it\/en\/tracking-pixels-in-emails-italys-data-protection-authority-garante-sets-new-rules-for-businesses\/","title":{"rendered":"Tracking Pixels in Emails: Italy’s Data Protection Authority (Garante) Sets New Rules for Businesses"},"content":{"rendered":"

Under a measure dated April 17, 2026, published in the Official Gazette on April 29, 2026, Italy’s Data Protection Authority (the “Garante”) adopted its first guidelines dedicated to the use of tracking pixels in email<\/a> communications, giving data controllers six months to comply, with a deadline set at October 29, 2026.<\/p>\n

The measure addresses a topic of particular relevance for businesses that use email as a channel of communication with customers, users, or prospects, providing for the first time a framework on the use of tracking pixels and clarifying when their use requires the data subject’s consent under Article 122 of the Privacy Code, and when, instead, it can be considered lawful without that requirement.<\/p>\n

What tracking pixels are<\/h4>\n

Tracking pixels are extremely small graphic elements (generally 1\u00d71 pixels), typically invisible to the recipient, embedded within email communications. When the message is opened and the pixel loads, the sender or the sending service provider can collect information about the interaction with the communication, such as whether the email was opened, the date and time of opening, the IP address, the device used, or other technical information. The recipient, as a rule, has no perception of the operation taking place.<\/p>\n

The guidelines clarify that these tools, where they allow information to be collected that is attributable to the individual recipient or allow their behavior to be monitored, constitute genuine online tracking technologies. From this perspective, the Garante brings tracking pixels within the scope of Article 122 of the Privacy Code, extending to email communications principles already established with regard to other tracking technologies.<\/p>\n

The Garante chose not to limit itself to the general GDPR framework \u2014 which could have led to legitimate interest being used as the legal basis \u2014 and instead anchors the entire discipline to the consent rule set out in the e-Privacy legislation, which operates as lex specialis. This results in a significant tightening of the applicable regime: Article 122 sets out a general prohibition on storing and accessing information on a user’s device, which can only be derogated from where there is informed consent, the necessity of transmitting an electronic communication, or strict necessity for providing a service explicitly requested by the user.<\/p>\n

The Garante’s approach: purpose and technical methods as guiding criteria<\/p>\n

The guidelines do not introduce a blanket ban on the use of tracking pixels. The Authority adopts an approach based on the concrete operating methods of the technology and the purposes pursued by the processing.<\/p>\n

According to the Garante, the mere insertion of a tracking pixel within a communication is not, in itself, sufficient to determine the applicable legal regime. It is necessary to assess whether the tool allows the collection of information attributable to the individual recipient, allows their interactions with the message to be monitored, or allows such data to be used for behavioral analysis, personalization, or profiling activities.<\/p>\n

Where these circumstances arise, the tracking pixel constitutes a tracking technology subject to the discipline of Article 122 of the Privacy Code and generally requires the data subject’s prior consent, in compliance with the requirements set out in Articles 4(11) and 7 of the GDPR.<\/p>\n

Cases where tracking pixels may be used without consent<\/h4>\n

The measure identifies certain cases in which the use of tracking pixels may be compatible with privacy rules even without consent. These include, in particular:<\/p>\n

aggregate statistical measurements aimed at improving the deliverability of communications or combating spam, provided they do not allow identification of the individual recipient;
\nthe use of tracking pixels as part of security or user authentication measures, such as communications for account activation or completion of verification procedures;
\nspecific service or institutional communications in which verifying that the message was actually received serves to protect the user or ensure correct delivery of the service, such as communications relating to security incidents, informational campaigns on phishing risks, contractual changes, or operational changes.<\/p>\n

The Garante specifies, however, that these cases do not constitute automatic exemptions. It is up to the data controller to demonstrate that the technical methods adopted are genuinely consistent with the stated purposes and that the information collected is not subsequently used for further purposes, such as marketing activities, individual behavioral analysis, personalization of communications, or profiling. The principle of accountability runs throughout the measure and requires detailed documentation of the assessments carried out.<\/p>\n

Transparency, consent, and granular withdrawal<\/h4>\n

Particular attention is paid to transparency obligations and consent management.<\/p>\n

Businesses will need to ensure that privacy notices clearly describe any use of tracking pixels, the related purposes, and the ways in which data subjects can exercise their choices, including through layered notices.<\/p>\n

Regarding the collection of consent, the Garante clarifies \u2014 in a logic of simplification and to avoid so-called “consent fatigue” \u2014 that consent relating to the use of tracking pixels can, in principle, be included within consent to receive promotional communications, provided the request is formulated in a transparent, neutral manner, free of elements likely to condition the data subject’s freedom of choice. It is therefore not generally necessary to provide a separate checkbox dedicated to tracking pixels.<\/p>\n

The most operationally novel aspect, however, lies in withdrawal of consent. The guidelines require that the data subject be able to withdraw consent granularly: they must be able to choose whether to withdraw consent to receiving all communications, or to limit the withdrawal to the use of tracking pixels alone, while continuing to receive communications free of tracking tools. In other words, refusing tracking must not automatically result in the loss of the communication service, provided a suitable legal basis exists for sending the emails.<\/p>\n

This is a requirement that calls for a significant overhaul of the preference architectures adopted by most email marketing platforms, in which subscription management and tracking management are typically combined into a single flow.<\/p>\n

Privacy by design and technical solutions<\/h4>\n

The guidelines devote particular attention to the implementation of technical measures compliant with the privacy-by-design principles set out in Article 25 of the GDPR, requiring controllers to design the operation of tracking pixels so as to reduce the processing of personal data from the design stage onward.<\/p>\n

In this regard, the Garante suggests adopting specific minimization measures aimed at limiting the identifiability of recipients. In particular, it recommends that the sender generate an unintelligible, non-sequential identifier, associate it with the recipient’s email address, and maintain that correspondence in an internal, separate layer of the platform used. In this way, the counting of opening events takes place via the identifier, avoiding the email address being transmitted in the technical request generated when the tracking pixel loads.<\/p>\n

While not mandating a specific technological solution, the measure identifies a reference model that could require significant changes to sending platforms and to the configuration of email marketing services, especially where these involve mechanisms for directly identifying the recipient.<\/p>\n

The European context: convergence with the CNIL<\/h4>\n

Italy’s guidelines are not emerging in a regulatory vacuum. About a month before the Garante’s measure, France’s CNIL had adopted its own Recommendation<\/a> on the same topic. Two legally different types of instrument \u2014 the first binding, the second a recommendation \u2014 respond to the same need: bringing email tracking pixels within the safeguards provided by the e-Privacy Directive and the GDPR, putting an end to a gray area that had allowed their use largely without specific constraints.<\/p>\n

The convergence between the two authorities reinforces the message for businesses operating at a European scale: email tracking is now a regulatory issue, no longer merely a technical matter ancillary to cookie rules.<\/p>\n

Considerations: implications for businesses<\/h4>\n

The guidelines represent the Garante’s first intervention dedicated to tracking pixels in email communications and fit within the broader framework of European and national rules on tracking technologies.<\/p>\n

The Authority’s focus shifts from the mere presence of the technology to the concrete ways it is used, requiring data controllers to demonstrate that each configuration is consistent with the purposes pursued and with the applicable regulatory framework.<\/p>\n

The Garante’s guidance requires organizations to review how email campaigns are managed and the features offered by marketing automation, CRM, and email delivery platforms.<\/p>\n

In practice, businesses will need to:<\/p>\n

verify which communications incorporate tracking pixels or similar technologies;
\ndistinguish uses attributable to technical or security purposes from those aimed at analysis, personalization, or profiling;
\nverify the correctness of the legal basis identified and ensure consistency between technical configurations, privacy notices, and how consent is collected and managed, including with regard to the granular withdrawal of preferences.<\/p>\n

It will also be necessary to document the assessments carried out in accordance with the accountability principle and, where appropriate, update privacy documentation, internal procedures, and agreements with providers of electronic communication sending services.<\/p>\n

The compliance period running until October 29, 2026 offers an opportunity to review technical configurations, internal processes, and documentation, verifying that the use of tracking pixels is consistent with the guidance provided by the Garante.<\/p>\n","protected":false},"excerpt":{"rendered":"

Under a measure dated April 17, 2026, published in the Official Gazette on April 29, 2026, Italy’s Data Protection Authority (the “Garante”) adopted its first guidelines dedicated to the use of tracking pixels in email communications, giving data controllers six months to comply, with a deadline set at October 29, 2026. The measure addresses a […]<\/p>\n","protected":false},"author":39,"featured_media":141074,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[2882],"tags":[],"industry":[3218],"desk":[],"tipologia":[],"persone":[3285,3282],"practice":[2898],"your_legal_counsel":[],"class_list":["post-141234","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-en","industry-intellectual-property","persone-giulio-vecchi-2","persone-micol-sabatini-2","practice-it-e-data-protection-en"],"acf":[],"yoast_head":"\nTracking Pixels in Emails: Italy's Data Protection Authority (Garante) Sets New Rules for Businesses | LCA Studio Legale<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.lcalex.it\/en\/tracking-pixels-in-emails-italys-data-protection-authority-garante-sets-new-rules-for-businesses\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tracking Pixels in Emails: Italy's Data Protection Authority (Garante) Sets New Rules for Businesses | LCA Studio Legale\" \/>\n<meta property=\"og:description\" content=\"Under a measure dated April 17, 2026, published in the Official Gazette on April 29, 2026, Italy’s Data Protection Authority (the “Garante”) adopted its first guidelines dedicated to the use of tracking pixels in email communications, giving data controllers six months to comply, with a deadline set at October 29, 2026. 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