{"id":33369,"date":"2026-11-02T09:41:41","date_gmt":"2026-11-02T08:41:41","guid":{"rendered":"https:\/\/www.delucapartners.it\/news\/tracking-pixel-e-accountability-i-nuovi-standard-per-le-comunicazioni-e-mail\/"},"modified":"2026-11-02T10:21:40","modified_gmt":"2026-11-02T09:21:40","slug":"pixels-de-suivi-et-responsabilite-de-nouvelles-normes-pour-les-communications-par-courrier-electronique","status":"publish","type":"post","link":"https:\/\/www.delucapartners.it\/fr\/insights\/practice\/pixels-de-suivi-et-responsabilite-de-nouvelles-normes-pour-les-communications-par-courrier-electronique\/","title":{"rendered":"Pixels de suivi et responsabilit\u00e9 : de nouvelles normes pour les communications par courrier \u00e9lectronique"},"content":{"rendered":"\n

L\u2019ann\u00e9e 2026 marque un tournant important dans l\u2019utilisation des pixels de suivi dans les communications \u00e9lectroniques. Avec les r\u00e9centes orientations publi\u00e9es par l\u2019Autorit\u00e9 italienne de protection des donn\u00e9es dans ses Lignes directrices sur l\u2019utilisation des pixels de suivi dans les communications par courrier \u00e9lectronique<\/em> du 17 avril 2026, les organisations sont d\u00e9sormais tenues de r\u00e9\u00e9valuer la lic\u00e9it\u00e9 de nombreuses pratiques de suivi des courriers \u00e9lectroniques qui ont longtemps \u00e9t\u00e9 consid\u00e9r\u00e9es comme standard.<\/p>\n\n\n\n

Les pixels de suivi sont de minuscules images invisibles int\u00e9gr\u00e9es dans les courriers \u00e9lectroniques, qui permettent aux exp\u00e9diteurs de collecter des informations sur les interactions des destinataires avec un message. Gr\u00e2ce \u00e0 ces outils, les organisations peuvent d\u00e9terminer si un courrier \u00e9lectronique a \u00e9t\u00e9 ouvert, \u00e0 quel moment il l\u2019a \u00e9t\u00e9 et, dans certains cas, recueillir des informations techniques suppl\u00e9mentaires associ\u00e9es \u00e0 la consultation du message, telles que l\u2019adresse IP du destinataire ou l\u2019appareil utilis\u00e9.<\/p>\n\n\n\n

Selon l\u2019Autorit\u00e9, le probl\u00e8me ne r\u00e9side pas dans la technologie elle-m\u00eame, mais plut\u00f4t dans le fait que le suivi intervient fr\u00e9quemment sans transparence ad\u00e9quate et sans que le destinataire en ait r\u00e9ellement conscience. En outre, cette pratique ne se limite plus aux communications marketing. Les technologies de suivi sont de plus en plus utilis\u00e9es dans les communications d\u2019entreprise et professionnelles, ce qui rend les enjeux de conformit\u00e9 pertinents pour un \u00e9ventail beaucoup plus large d\u2019organisations.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Le cadre juridique : l\u2019article 122 du Code italien de la protection des donn\u00e9es<\/strong><\/h2>\n\n\n\n

L\u2019Autorit\u00e9 a pr\u00e9cis\u00e9 que l\u2019utilisation de pixels de suivi doit \u00eatre \u00e9valu\u00e9e \u00e0 la lumi\u00e8re de l\u2019article 122 du Code italien de la protection des donn\u00e9es, qui r\u00e9glemente l\u2019acc\u00e8s aux informations stock\u00e9es sur les \u00e9quipements terminaux des utilisateurs et constitue l\u2019un des piliers du cadre italien en mati\u00e8re d\u2019ePrivacy.<\/p>\n\n\n\n

Cela entra\u00eene d\u2019importantes cons\u00e9quences pratiques. Lorsque le suivi permet de surveiller le comportement d\u2019un destinataire individuel, le consentement pr\u00e9alable de celui-ci constituera, dans la plupart des cas, la base juridique requise pour que le traitement soit licite. Selon l\u2019Autorit\u00e9, les pixels de suivi sont susceptibles d\u2019affecter la sph\u00e8re priv\u00e9e de l\u2019utilisateur et ne peuvent donc pas \u00eatre automatiquement justifi\u00e9s par des int\u00e9r\u00eats commerciaux l\u00e9gitimes g\u00e9n\u00e9raux.<\/p>\n\n\n\n

Lorsque le consentement devient n\u00e9cessaire<\/strong><\/h2>\n\n\n\n

Les Lignes directrices identifient plusieurs situations dans lesquelles le consentement ne peut \u00eatre consid\u00e9r\u00e9 comme une simple formalit\u00e9.<\/p>\n\n\n\n

Cela inclut les situations dans lesquelles les informations collect\u00e9es sont utilis\u00e9es pour :<\/p>\n\n\n\n

    \n
  • d\u00e9terminer quels destinataires ont ouvert un message,<\/li>\n\n\n\n
  • surveiller les taux d\u2019ouverture au niveau de chaque utilisateur,<\/li>\n\n\n\n
  • personnaliser le contenu ou la fr\u00e9quence des communications,<\/li>\n\n\n\n
  • segmenter les destinataires en fonction de leur comportement,<\/li>\n\n\n\n
  • mener des activit\u00e9s de profilage visant \u00e0 identifier les int\u00e9r\u00eats, les pr\u00e9f\u00e9rences ou les habitudes.<\/li>\n<\/ul>\n\n\n\n

    En substance, plus une activit\u00e9 de traitement est \u00e9troitement li\u00e9e \u00e0 une personne sp\u00e9cifique et permet \u00e0 l\u2019organisation de reconstituer le comportement de cette personne, plus le consentement devient indispensable.<\/p>\n\n\n\n

    La transparence et la responsabilit\u00e9 au c\u0153ur des exigences<\/strong><\/h2>\n\n\n\n

    Au-del\u00e0 de la question du consentement, les orientations de l\u2019Autorit\u00e9 renforcent l\u2019importance de la transparence et de la responsabilit\u00e9.<\/p>\n\n\n\n

    Les organisations doivent informer clairement les personnes concern\u00e9es de l\u2019existence de m\u00e9canismes de suivi, des finalit\u00e9s du traitement, des cat\u00e9gories de donn\u00e9es collect\u00e9es et des parties impliqu\u00e9es dans les activit\u00e9s de traitement. Elles doivent \u00e9galement veiller \u00e0 ce que les destinataires puissent retirer leur consentement au moyen de m\u00e9canismes simples et efficaces, tout en continuant \u00e0 recevoir des communications d\u00e9pourvues de dispositifs de suivi.<\/p>\n\n\n\n

    Du point de vue de la gouvernance, les responsables du traitement doivent \u00eatre en mesure de d\u00e9montrer les \u00e9valuations effectu\u00e9es, la base juridique sur laquelle ils se sont fond\u00e9s ainsi que les mesures techniques et organisationnelles mises en \u0153uvre afin de garantir le respect des exigences applicables en mati\u00e8re de protection des donn\u00e9es.<\/p>\n\n\n\n

    Se pr\u00e9parer \u00e0 l\u2019\u00e9ch\u00e9ance de mise en conformit\u00e9 du 29 octobre 2026<\/strong><\/h2>\n\n\n\n

    L\u2019Autorit\u00e9 a instaur\u00e9 une p\u00e9riode transitoire de six mois \u00e0 compter de la publication des Lignes directrices au Journal officiel, fixant au 29 octobre 2026 la date limite \u00e0 laquelle les organisations doivent avoir align\u00e9 leurs pratiques sur les nouvelles exigences.<\/p>\n\n\n\n

    En vue de cette \u00e9ch\u00e9ance, les entreprises devraient envisager de prendre les mesures suivantes :<\/p>\n\n\n\n

      \n
    • cartographier les plateformes de messagerie \u00e9lectronique et les syst\u00e8mes d\u2019envoi d\u2019e-mails existants,<\/li>\n\n\n\n
    • identifier et classifier les diff\u00e9rentes formes de suivi utilis\u00e9es ainsi que leurs finalit\u00e9s sous-jacentes,<\/li>\n\n\n\n
    • mettre \u00e0 jour les informations relatives \u00e0 la protection des donn\u00e9es, les registres des activit\u00e9s de traitement et les m\u00e9canismes de recueil du consentement,<\/li>\n\n\n\n
    • examiner les accords contractuels conclus avec les fournisseurs de technologies et les prestataires de services de messagerie \u00e9lectronique,<\/li>\n\n\n\n
    • \u00e9valuer la configuration technique des fonctionnalit\u00e9s de suivi actuellement utilis\u00e9es,<\/li>\n\n\n\n
    • mettre concr\u00e8tement en \u0153uvre les principes de protection des donn\u00e9es d\u00e8s la conception, de minimisation des donn\u00e9es, de proportionnalit\u00e9 et de transparence.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

      L\u2019ann\u00e9e 2026 marque un tournant important dans l\u2019utilisation des pixels de suivi dans les communications \u00e9lectroniques. Avec les r\u00e9centes orientations publi\u00e9es par l\u2019Autorit\u00e9 italienne de protection des donn\u00e9es dans ses Lignes directrices sur l\u2019utilisation des pixels de suivi dans les communications par courrier \u00e9lectronique du 17 avril 2026, les organisations sont d\u00e9sormais tenues de r\u00e9\u00e9valuer […]<\/p>\n","protected":false},"author":2,"featured_media":30014,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[175,198,204],"tags":[1002,1712],"class_list":["post-33369","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","category-news","category-practice","tag-gdpr-fr","tag-privacy-fr"],"acf":[],"yoast_head":"\nPixels de suivi et responsabilit\u00e9 : de nouvelles normes pour les communications par courrier \u00e9lectronique\u00a0- De Luca & Partners<\/title>\n<meta name=\"description\" content=\"L\u2019ann\u00e9e 2026 marque un tournant important dans l\u2019utilisation des pixels de suivi dans les communications \u00e9lectroniques. 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