CUSTOMER INSIGHT: Eprivacy - are you ready for the new rules?

It’s been a year since the EU first announced new regulations regarding eprivacy and the way in which cookie data is used. But are brands ready for the new rules now that they’re about to come into play? Claire Weekes reports

The subject of internet privacy has been at the top of the news agenda these past few weeks. Making headlines has been the backlash over plans to extend government powers to monitor email exchanges and website visits. But there is an equally important – if less sensationalist – eprivacy debate raging, and one that has particular implications for marketers. On 26 May, the EU’s eprivacy directive finally comes into play. It will monitor and govern the way in which companies are allowed to track and store data from webpage visitors in Europe.