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Tracking pixels on the Internet: Data protection in the context of technology!
The article highlights the current status of tracking pixels in business and their data protection implications as of July 6, 2025.
Tracking pixels on the Internet: Data protection in the context of technology!
On July 6, 2025, several media outlets reported on the use of tracking pixels by Hessischer Rundfunk to statistically analyze the surfing behavior of users on its websites. These small, 1×1 pixel graphical elements are delivered from a server to the client and enable log file recording and analysis of websites, apps and emails. This technology has the advantage of a short loading time and does not affect the display of the content on the pages. Despite these advantages, the legal classification of the tracking pixel is unclear.
According to Hessischer Rundfunk, users can object to the collection and transmission of their data. This option is important because web beacons usually transmit personal data that is worthy of protection under the General Data Protection Regulation (GDPR). Providers of digital services are therefore obliged to obtain effective consent from users before using tracking pixels. This happens because the values transmitted can often be assigned to a specific person. Failure to comply with this regulation could result in legal consequences.
Rights of use and data protection
Hessischer Rundfunk also enables management of the display of external content such as text, images and video. When these external elements are activated, a connection is established with the provider, which may result in further transfers of user data. If users disable external content, their consent will be requested again on the relevant page. These clear instructions on how to handle personal data are part of Hessischer Rundfunk's efforts to create more transparency and control for users.
According to the guidance from the German data protection supervisory authorities, when using tracking pixels it is important that no personal data is determined. This is because the transmission of the public IP address, if it is not absolutely necessary for the digital service, is not considered access within the meaning of the TDDDG.
The use of tracking pixels is therefore viewed critically, as providers must ensure that they comply with data protection regulations and obtain the necessary consent. It therefore remains to be seen how the discussion about tracking pixels and their legal classification will develop further. While the technology offers many advantages for analyzing user behavior, compliance with data protection regulations represents a challenge for many providers.
For further information about the basics of tracking pixels and their legal situation, those interested can read the article by hessenschau.de and the side of Bavarian data protection officer visit.