Online privacy has long been a tricky issue, with companies seeming to gather more and more information about consumers all the time. But with an amendment to the law on cookies coming into force in the UK, are the days of cookie tracking about to end? The Drum takes a look at what the law means for the analytics industry, and why businesses and online marketers will have to stay on top of the game to avoid falling foul of the new rules.
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- More detail on what is meant by consent. The advice says ‘consent must involve some form of communication where an individual knowingly indicates their acceptance.
- The guidance explains that cookies used for online shopping baskets and ones that help keep user data safe are likely to be exempt from complying with the rules.
- However, cookies used for most other purposes including analytical, first and third party advertising, and ones that recognise when a user has returned to a website, will need to comply with the new rules.
- Achieving compliance in relation to third party cookies is one of the most challenging areas. The ICO is working with other European data protection authorities and the industry to assist in addressing the complexities and finding the right answers.
- The ICO will focus its regulatory efforts on the most intrusive cookies or where there is a clear privacy impact on individuals.