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Confusion rules on Cookies

Good news at last for website owners. With implementation of the “Cookie” Directive due in May there is now serious doubt as to whether it will really mean that opt-in consent is required for cookie use. Recent guidance from the European Commission suggests that browser settings will achieve the right level of permission. However, with serious questions about behavioural targeting and “history sniffing” being raised in Europe and the USA, a push for enhanced self regulatory measures is likely.

Where cookies lead to the serving of behavioural ads, the US Federal Trade Commission has already come out in favour of a “do not track” option but the Internet Advertising Bureau prefers the placement of an icon allowing web users to find out why they have received ads and decline them if they wish.

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