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Consumers and marketers at odds over cookie law

14 May 2012 9:18 BST Back
Consumers and marketers at odds over cookie law
Chocolate chip cookie

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82% of digital marketers think the cookie law is bad for the web while 89% of UK consumers think it is a positive step. These startling results come from two Econsultancy surveys. 

Most consumers are unaware of the cookie law – 75% had not heard of the new EU cookie directive. After the directive was explained to them, 89% of those surveyed said it was positive for consumers. 

This isn’t surprising given that 33% of those surveyed believe cookies could be used for viruses and Trojans. 

It’s clear that consumers need to be educated about what cookies are for so that they can make an informed decision about whether or not to accept them. 

Digital marketers are much more aware of the cookie law – 57% of respondents have read the e-Privacy Directive and 67% are aware of the 26 May cookie compliance deadline. 

Only 18% of digital marketers think the cookie law is a positive development for the web. It is not that digital marketers disagree with the law per se but rather in the way it is being applied. 

Econsultancy / Toluna asked more than 700 marketers for their opinions for the e-Privacy Directive Survey. Econsultancy’s survey of 2,000 consumers was carried out by eDigitalResearch and IMRG in April. 

See the DMA Countdown to cookie compliance page 

Posted by

Smarayda Christoforou

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