Matthieu Mélin interviewed by EcommerceMag on the CNIL's new framework for the use of tracking pixels in email marketing campaigns

The French Data Protection Authority (CNIL) tightens the rules on tracking pixels: what are the legal implications for email marketing campaigns, their management and performance measurement?

In an interview with EcommerceMag.fr (Jérôme Pouponnot), Matthieu Mélin, partner in our IP / IT department, discusses the practical consequences of the CNIL's position on the use of tracking pixels in email marketing campaigns, and its concrete impact for businesses.

Effective as of 14 July 2026, this development requires companies to obtain explicit, purpose-specific consent for certain uses of tracking technologies embedded in electronic messages, with a direct impact on the measurement of marketing performance.

Key takeaways:
✔️ Tracking pixels used for marketing measurement purposes now require prior consent.
✔️ In practice, campaign performance indicators may become less comprehensive where consent is refused.
✔️ Exceptions remain for trackers strictly necessary for email deliverability or security purposes.

⚠️ This update calls on marketing and legal teams to promptly adapt their consent collection processes, as well as their tracking and marketing campaign performance measurement systems.

The full interview is available on the EcommerceMag website : https://www.ecommercemag.fr/marketing-1221/matthieu-melin-avocat-astura-les-campagnes-emailing-seront-moins-precises-58405