The new internet privacy rules – confusion reigns
New internet privacy laws are came into law this week, and few known how the “cookie will crumble”.
Cookies are the way in which internet data is collected by way of tracking code, and are highly important for collecting data for targeted online marketing which is an increasingly lucrative business. Consequently, any online business will need to comply. Subject to compliance, it will be illegal under the new European Union rules to collect cookies without express permission, and there will be fines of up to £500,000 ($813,000) for non-compliance. That is all well and good, but intellectual property lawyers are pointing out that there is sparse guidance on how this should be done.
Suggested ways in which compliance may be achieved include:-
? Pop ups – although it is believed this will significantly clog the web and slow it down with endless pop ups, which are considered an irritant by visitors to websites.
? Tracking icons – an icon is displayed on any adverts that use tracking technology with an opt-out
Other implications of the new laws
Because of the current chaos on the new law, the Information Commissioner’s Office (ICO) has indicated, although not confirmed, that up to 1 year may be allowed for compliance.
Insurers have indicated premiums for some business with a significant online presence may rise due to increased risk.
Online privacy is already a huge issue and unlikely to settle down even with the new privacy laws.