Unfortunately, not a lot of clear direction has been given to marketers attempting to comply with the new EU Cookie law. In fact, many EU countries have yet to create laws based on the directive and, as a result, it is not apparent how aggressively various governments will enforce opt-in cookies.
The UK law has a grace period of one year, and since the clock is ticking simply waiting for an easy outcome is extremely risky, which means now is the time to begin to proactively adjust your marketing practices to accommodate these new and evolving realities.
Read this White Paper for best practices advise for permission-based digital marketing.
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Just a couple of
Posted by anonymous on 11 August 2011
Just a couple of observations:
1. The notion that infringements of the new cookie law will not be prosecuted for a year is not legally binding. Only the ICO has advised that this will be the situation and only Parliament has the right to change the law.
2. The ICO has said that current browser setting options are insufficient. Google etc will have to provide far more stringent options if browsers are to be relied upon. Different rules may also be reuired from country to country.
3. Similar views are likely to apply if a website only has consent via a mobile app. Visitors via other routes would not have informed consent. Opt-in on the webiste is the only reliable option.
4. It's also an option to give access to some website areas and not track visits with cookies. If visitors like what they see then they be more interested & worth tracking when they want to view other areas. At this point the opt-in requirement to proceed may be more acceptable to them. At least it's worth testing whether this provides better quality data and part-qualified prospects.
