The European Union’s amended law on website cookies is currently causing some confusion, and considerable worry within the UK’s internet commerce industry. The e-privacy law, or to give it it’s full name the Privacy and Electronic Communications Directive now requires websites to obtain “explicit consent” from website users before placing tracking cookies onto a machine.
Cookies are utilised by websites to create tailored content for website visitors based on their previous internet activity. This tailored content includes targeted display advertising, which has become a discipline it its own right within internet commerce. These cookie files can make the internet experience more convenient for users, but for many they raise a significant online privacy issue.
The law is due to come into effect May 25th, with the Department for Culture, Media and Sport leading the charge and the Information Commissioner’s Office (ICO) responsible for regulation of the law. Confusion within the industry is however rife, with businesses attempting to comprehend exactly how the directive will be implemented. The Internet Advertising Bureau (IAB) is currently working with the ICO to develop viable solutions.
Finding these solutions will undoubtedly be difficult, a point reinforced by the IAB’s Director of Regulatory Affairs, Nick Stringer, who stated that the directive “raises significant implementation challenges” and “is potentially detrimental to consumers, business and the UK digital economy.”
The timescale of implementation also creates a challenge for UK businesses. Ed Vaizey, minister for Culture Communications and the Creative Industries confessed that enforcement action in the short term will be delayed until businesses and organisations work out how to address the use of cookies, although the Information Commissioner, Christopher Graham was keen to point out that this statement was not a “get out of jail free card” and not an excuse for inaction.
How will the amended e-privacy directive affect web browsing? Theorists are surmising the implications; some arguing that an increase in pop-ups asking for permission to collect data will become a frequent element of the internet experience, whilst others are looking at how a pan-European logo could be incorporated into all websites, allowing users to manage their privacy settings.
With the speed at which the directives are being brought in many eyes within the internet commerce industry will be watching the IAB and ICO closely to see exactly how changes will be implemented and regulated.
