EU admits its advice on cookies is shoddy
|18 Jul 2011 2:09 BST||Back|
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EU Commission advice on cookies is inconsistent and unclear says the data protection watchdog for EU institutions.
The recent amendments to the EU’s Privacy & Electronic Communications Directive require organisations to get informed consent before storing or retrieving information on users’ computers.
This includes an organisation’s own cookies, third-party ones and cookies which track consumers’ online behaviour – known as online behavioural advertising (OBA).
European companies have 12 months to comply with the new regulations.
The Information Commissioner’s Office (ICO) UK says organisations now have just under a year to make the necessary changes to comply with the cookies legislation but has stressed that it will investigate serious breaches during this time.
The pan-European industry is developing a self-regulatory framework for OBA. It alerts people of the use of behavioural advertising with a privacy icon and allows them to opt out.
However, Hustinx is not convinced that this constitutes informed consent and points out that the self-regulation methods do not comply with the Directive.
“These [advertising] associations have in fact failed to implement the new consent requirement,” Hustinx said in a speech at Edinburgh University.
Hustinx is calling for a policy whereby settings are set to reject third-party cookies until the user decides to accept them.
The DMA will continue to run events to help members get their cookies in order.
The DMA’s breakfast briefing: Mobile and the cookies law – how it will affect you takes place on Wednesday 27 July 2011.