47% of marketers aren’t confident their efforts to gain consumer consent for cookies
With the cookie law coming into enforcement on Saturday, the DMA has discovered that 47% of marketers aren’t confident their efforts to gain consumer consent for cookies on their devices will meet the new requirements of the ePrivacy Directive.
The DMA and global data protection and privacy service DataGuidance asked over 150 marketing agencies about their plans, and found that 57% have failed to develop and execute an action plan to deal with the impact of the cookie law; 45% have yet to draft an updated cookie policy; and 79% have not communicated the changes they are planning to make to their website’s visitors.
Lindsay Grieg, managing editor of DataGuidance, said: “The question is not so much the definition of a cookie, but clarity on consumer consent. To comply with the law, marketers need to provide clear, transparent information to consumers so that they can make an informed choice to accept cookies from websites and digital communications.”
It was found that marketers are negative about the effect this will have on them financial, with 67% of respondents saying the new law will cost them up to £10,000, 17% estimating that it will cost them up to £25,000, and 13% saying it will cost them up to £100,000.
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