Study reveals extensive tracking and inadequate privacy on top websites


By John Glenday | Reporter

April 18, 2012 | 2 min read

TRUSTe, a provider of online privacy solutions, has released the first UK website edition of its Privacy Index, revealing extensive tracking and inadequate privacy protection on top UK websites.

The survey comes ahead of a compliance deadline for the so called ‘Cookie Directive’, an EU e-pricavy directive intended to introduce greater transparency around personal data usage – particularly on mobile devices.

TRUSTe have found that at 2,299 words the average UK website privacy policy is more verbose than a typical Queen’s Speech and only 6% of these are mobile friendly.

They also found that the average browser will encounter some 112 trackers per session online and that 1 in 3 privacy policies disclosed that they automatically shared user data with third parties for commercial purposes.

Chris Babel, CEO of TRUSTe, said: “Clearly more work needs to be done to deliver shorter, more accessible privacy notices that can be easily understood by consumers so that they can make informed choices around their personal information.

“Companies with an online presence in the EU are readying their compliance strategies for the Cookie Directive and our Privacy Index shows that one of their first steps should be measuring and understanding the true scope of trackers on their sites. TRUSTe stands ready to support companies in all aspects of their privacy management strategy.”


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