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WFA calls for user-friendly implementation of new EU cookies rule
Date: 25/11/2009
WFA members can login to download a full brief (below) on the implications of the new EU cookies rules for marketers.
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The World Federation of Advertisers (WFA) today welcomed the formal signature of the Telecoms Package by the European Parliament and the Council of the EU, but called for user-friendly implementation of the new information and consent requirements for cookies.
The new rules, introduced by amendments to so-called e-Privacy Directive, require user "consent" to the placement of any cookies that are not strictly necessary for the proper functioning of a website or the provision of a service explicitly requested by the user. Many cookies that are an integral and legitimate part of the Internet, including those used in online marketing communications, will be subject to this requirement.
A non-binding preamble to the Directive states that obtaining "consent" should be interpreted as offering users a "right to refuse" cookies, and that this can be expressed using the settings of a browser or similar application. If implemented correctly, the new rules can help strengthen consumer trust in the online marketplace and thereby further solidify the growing importance of the digital economy in Europe.
However the Directive itself leaves room for more restrictive interpretations that could, if followed in some Member States, heavily disrupt users' online experience, reduce consumer trust in the digital marketplace, and create considerable uncertainty for businesses.
WFA calls on the Member States and the European Commission to ensure that the consent requirement for cookies is interpreted in the sensible way set out in the Directive's preamble, for the benefit of consumers, businesses and the wider European economy alike. A user-friendly solution should seek to strengthen consumer information about cookies as well as their right to refuse them if they wish, without unduly disrupting the operation of the internet. This solution should include the use of browser settings where possible and effective.
WFA is committed to working with the EU, Member State governments, industry partners and consumers to agree on and implement workable information and consent mechanisms to this effect across the EU.
"Consumer trust in our brands is paramount for advertisers, and transparency and user choice about data collection are important factors in this", said Malte Lohan, WFA Director of Public Affairs, "We must now work towards uniform implementation of the new cookies rule across the EU on the basis of a clear understanding of how users' interests are best served."
For more info please contact [email protected]
Documents:
WFABrief-NewEUcookiesrule.pdf
