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LEGISLATION UPDATE: What does the new law on behavioural advertising mean for B2B marketers?

UK law on behavioural advertising is due to change next month. Phil James, senior associate at law firm Lewis Silkin, advises marketers on the implications of the new ePrivacy Directive

The UK law on privacy and behavioural advertising is due to change at the end of May 2011, as a result of revisions made at European Union level to a Directive on ePrivacy. So what does this new legislation mean for B2B marketers? This article will explain what level of consent is required to operate behavioural targeting under the proposed new law.

The essential tool employed in behavioural targeting technology is the cookie. Therefore, if you want to continue to use cookies for behavioural targeting when the new law kicks in, here are some of the key issues you should consider.