---
title: "Italy's email open tracking pixels rules are changing"
description: "Italy’s data protection authority, the Garante per la protezione dei dati personali, has issued guidelines governing tracking pixels in email communications. The guidance says recipients must be told about tracking pixels regardless of the email’s purpose or sender, and that prior consent is required for many uses. Senders must comply by October 28, 2026; existing subscribers who signed up before April 29, 2026 need an opt-out opportunity, while subscribers from April 29 onward require prior, explicit consent for open tracking pixels. The guidance also includes complexities, including exemptions for some email types and different rules for opaque pixels, so senders are advised to review opt-in processes with legal or privacy teams. The change follows France’s earlier rules and may foreshadow similar action elsewhere in Europe."
---

# Italy's email open tracking pixels rules are changing

[Twilio](https://yomu.fyi/company/twilio) · Denis O'Sullivan · Sep 14, 2026

**Type:** Explainer

## Summary

Italy’s data protection authority, the Garante per la protezione dei dati personali, has issued guidelines governing tracking pixels in email communications. The guidance says recipients must be told about tracking pixels regardless of the email’s purpose or sender, and that prior consent is required for many uses. Senders must comply by October 28, 2026; existing subscribers who signed up before April 29, 2026 need an opt-out opportunity, while subscribers from April 29 onward require prior, explicit consent for open tracking pixels. The guidance also includes complexities, including exemptions for some email types and different rules for opaque pixels, so senders are advised to review opt-in processes with legal or privacy teams. The change follows France’s earlier rules and may foreshadow similar action elsewhere in Europe.

## Context

The guidance affects email senders with subscribers in Italy, particularly those using individual-level open tracking. It distinguishes between existing and newer subscribers and notes that exemptions and separate rules may apply depending on the email and pixel type.

## Approach / What changed

Senders should update opt-in forms with language about tracking pixels, provide existing subscribers with an opportunity to opt out before October 28, 2026, and obtain prior, explicit consent from subscribers who joined from April 29, 2026 onward. They should work with legal and privacy teams to assess exemptions, opaque pixels, and the requirements for their specific email program.

## Takeaways

- Recipients must be informed about email tracking pixels regardless of the email’s purpose or the sender’s type.
- Subscribers who joined before April 29, 2026 need an opportunity to opt out before the October 28, 2026 compliance deadline.
- Some email types may be exempt, and opaque pixels have different rules, so compliance depends partly on the specific email program.

## FAQ

### What must senders do for subscribers who joined before April 29, 2026?

Senders need to update their opt-in language and give these existing subscribers an option to opt out of tracking pixels ahead of October 28, 2026. That date is the stated compliance deadline for this group.

### What consent is required for newer subscribers in Italy?

Subscribers who signed up from April 29, 2026 onward require prior, explicit consent for open tracking pixels. The Garante says prior consent is required for many tracking-pixel uses.

### Do the same tracking-pixel rules apply to every email?

Not necessarily. The guidance includes exemptions for some types of email and different rules for opaque pixels, so senders should assess their program with privacy or legal teams.

**Tags:** [Compliance](https://yomu.fyi/topic/compliance), [Email Marketing](https://yomu.fyi/topic/email-marketing), [Privacy](https://yomu.fyi/topic/privacy)

- Source: [Twilio](https://www.twilio.com/en-us/blog/insights/italy-open-pixel-rules)
- Source URL: https://www.twilio.com/en-us/blog/insights/italy-open-pixel-rules
- Ingested by Yomu: 2026-09-15T12:01:22.548Z

[Read original post](https://www.twilio.com/en-us/blog/insights/italy-open-pixel-rules)