agency:2 - Are you flying blind to changes in cookie laws?

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agency:2 article exploring the 4 things your business needs to do to comply with the EU ePrivacy Directive which have set out changes in cookie and privacy legislation.

It's a complex subject. Where do you start? How can you abide by the new laws without too much disruption to your marketing activity? Here are our top four recommendations.

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agency:2 - Are you flying blind to changes in cookie laws?

  1. 1. May 2011 www.agency2.co.uk 0207 775 5608 Are you flying blind to changes in cookie laws? The 4 things your business needs to do to comply with the May 26th change in cookie and privacy legislation. As pointed out in my previous article How the change in cookies law will affect your business, UK businesses need to act now to comply with the new changes in privacy laws. But where do you start? How can you abide by the new laws without too much disruption to your marketing activity? Here are our top four recommendations. 1. Transparency Businesses using cookies must be completely transparent in how they collect, store and use data. Make sure your privacy policy is up to date and that you've provided information on how to reject or delete cookies. By making it clear you're using them, what they are being used for you and how users can control them, you'll educate people about how they are essential for personalisation. 2. Responsibility Data must be used responsibly. There has been very little misuse of cookies by B2C and B2B companies and this must continue. Businesses must be aware of all cookies utilised within their website - the legislation includes both your own cookies as well as cookies set by a third party. So remember, you are responsible for all cookies on the site and ensuring they comply with the legislation. 3. Intelligence There needs to be innovation within the industry. Businesses need to become smarter in their use of cookies as well as developing new uses for them. Retargeting - display advertising which incorporates user intent - is the hot topic within the industry at the moment. It means ads can serve reminders to users as they move on to other sites by using a tracking code which has saved the details. It's been seen as a game changer by many. 4. Social Media There are other examples, perhaps through behavioural advertising for mobiles or cookies which form part of social media tagging. The mix of these tags and cookies would provide a uniquely personalised insight into consumer behaviour. Due to the amount of time people spend on sites like Facebook and Twitter, social media will prove vital to those in the industry. With their ability to understand and classify the information a person
  2. 2. May 2011 www.agency2.co.uk 0207 775 5608 posts on the social networking sites, such as their name, gender, date of birth, their photograph and other personal information, marketers will be desperate to utilise social media to really understand consumers. Cookies’ fortune? The impending law changes have provoked much debate within the industry about how to deal with them. It is a complex topic and one that will be difficult to enforce, whatever the outcome. It's clear that the challenges posed require the industry to come together to develop a robust and workable solution to deal with the new legislation. The Privacy Icon is a step in the right direction and shows that self-regulation can work. It has been developed by a broad coalition of advertising, marketing and online businesses, including Internet Advertising Bureau (IAB) Europe, the World Federation of Advertisers, the European Advertising Standards Alliance, the Direct Marketing Association and the Incorporated Society for British Advertisers (ISBA). It must also be remembered that when used responsibly and effectively, cookies are an invaluable way of enhancing the user experience and customer satisfaction, as well as providing marketers with a vital tool to improve conversion rates. The ultimate solution will safeguard these benefits for both parties.

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