Online messaging and email services such as WhatsApp, iMessage and Gmail will face tough new rules on how they can track users under a proposal presented by the European Union executive on Tuesday. From a report: The web players will have to guarantee the confidentiality of their customers' conversations and ask for their consent before tracking them online to serve them personalized ads. The proposal by the European Commission extends some rules that now only apply to telecom operators to web companies offering calls and messages using the internet, known as "Over-The-Top" (OTT) services, seeking to close a perceived regulatory gap between the telecoms industry and mainly U.S. Internet giants such as Facebook, Google and Microsoft.
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