BRUSSELS, Belgium (AP)—European Union digital privacy rules came into force Friday requiring companies to get consent before sending e-mail tracking personal data on Web sites or pinpointing callers' locations via satellite-linked mobile phones.

The new European rules also limit companies' ability to use "cookie" files and other devices that let them obtain information about users who visit their Web sites. Companies will now be required to ask users' permission before taking such data and retaining or selling it.