Italy's email open tracking pixels rules are changing

Italy’s data protection authority, the Garante, issued April 2026 guidelines imposing new requirements on email open-tracking pixels, requiring senders to disclose their use to recipients and, in many cases, obtain prior consent. Organizations with Italian subscribers must update opt-in processes and give subscribers who joined before April 29, 2026 an opportunity to opt out by October 28, 2026, while subscribers acquired from that date onward require explicit prior consent for open tracking. The rules contain exceptions and differing treatment for certain email types and opaque pixels, so senders are advised to consult legal and privacy teams to determine how the guidance applies to their programs. Following similar French measures, the changes may indicate a broader European shift toward stronger controls over email-based consumer tracking, alongside existing developments such as GDPR and Apple Mail Privacy Protection.

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