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Surprising Science

Cookie Consent Imminent

Web visitor tracking and ad tailoring is about to undergo a big shake-up. From 25 May, European law will require explicit consent for users to be tracked via cookies.

Behavioral advertising is on notice in Europe: “From 25 May, European laws dictate that ‘explicit consent’ must be gathered from web users who are being tracked via text files called ‘cookies’. Businesses are being urged to sort out how they get consent so they can keep on using cookies. The changes are demanded by the European e-Privacy directive which comes into force in the UK in late May. The section of the directive dealing with cookies was drawn up in an attempt to protect privacy and, in particular, limit how much use could be made of behavioral advertising.”


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