New UK cookie law now in effect.

• Position: WEB - Legislation

[ILLUSTRATION OMITTED]

Britain's new "cookie law" now in effect is its answer to a European Union-wide "e-privacy directive." The directive requires any website that uses tracking, analytics, or cookies to provide "clear and comprehensive" information about the use of cookies. Specifically, website managers must:

* Tell people the cookies are there

* Explain what the cookies do

Organizations had a year to prepare for the new rules, yet a survey conducted by KPMG found that 95% of 55 major United Kingdom (UK) organizations across private and public sectors were not in compliance. Only one of the organizations surveyed asked visitors to opt in, which is a key component of the new law.

Predictably, the new law has been controversial, especially among marketers. Econsultancy, a digital marketing firm, surveyed 700 marketers and learned that 82% did not consider the cookie law a positive development. Marketers fear it will kill online sales because people will not specifically choose to be tracked.

The experience of the UK Information Commissioner's Office (ICO) has reinforced that fear. Since adding an opt-in that asks users to click a box if they agree to accept cookies from ICO's site, only 10% of visitors have complied.

UK telecom BT...