EU Data-Privacy Law Raises Daunting Prospects for US Companies

The sweeping new European Union digital-privacy regime runs counter to practices that have become commonplace in the US, according to several American corporations.

The combination of stiff penalties and ambiguously worded provisions in the new EU-wide data-protection law, which would replace a patchwork of 28 national laws, raises daunting prospects for companies operating in Europe. US companies in industries ranging from advertising to health-care have embraced the opportunity to analyze vast amounts of data collected from sensors, apps and other sources. The new law places substantial roadblocks in their way, companies say, by specifically targeting data mining and user profiling.