SMX London EU Cookie Regulations

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SMX London EU Cookie Regulations

  1. 1. Complying
And
Coping
In
The
New
 World
Of
Regulated
Global
Marke?ng
 Environment
 
 Top
Tips
for
Marketers
 
 
 
 Anthony
Haney
 @anthonyhaney
 anthony@21LLC.com
 +01.646.221.7591
www.21Interac?veMedia.com
 SMX
London
2012
‐
Page:
1


  2. 2. Don’t
Put
Your
Head
in
the
Sand…
 
 •  If
you’re
here,
you
know
that
the
rules
are
 
 going
to
change
so
be
proac?ve
 
 •  Think
about
this
as
a
posi?ve
opportunity…
 
www.21Interac?veMedia.com
 SMX
London
2012
‐
Page:
2


  3. 3. Be
Bashful…
Not
Dopey
 No
one
is
certain
yet…
 why
be
the
leader
and
 create
unnecessary
 work
at
this
stage?

 •  At
the
same
?me,
don’t
 pretend
like
nothing
is
 happening
which
could
turn
 in
to
a
worst
case
scenario
www.21Interac?veMedia.com
 SMX
London
2012
‐
Page:
3


  4. 4. Do
Start
a
Site
Cookie
Audit
 Every
site
should
be
doing
a
 periodic
cookie
audit.


 •  Do
you
even
know
how
many
 cookies
(first
or
third
party)
you’re
 dropping
on
every
visitor?
 •  We
know
there
are
too
many
tags
 when
we
have
tags
to
manage
the
 number
of
tags.
www.21Interac?veMedia.com
 SMX
London
2012
‐
Page:
4


  5. 5. Do
Start
the
Conversa?on…
 With
your
teams
on
SEM/SEO/IT/ Compliance/Legal/Everyone
who
has
 anything
to
do
with
your
site:
 
 •  With
the
number
of
people
who
are
likely
to
be
affected
 by
the
new
law,
take
control
 •  Saying
nothing
&
doing
nothing
will
get
you…
nowhere
 •  Start
now;
you
may
not
know
how
many
people
will
be
 involved
and
the
extent
www.21Interac?veMedia.com
 SMX
London
2012
‐
Page:
5


  6. 6. Do
Watch
What
Others
are
Doing
Companies
(small
&
large
Fortune
100)
are
preparing
to
put
the
disclosure
in
the
“privacy
info”
&
T&Cs:
•  Be
transparent;
geing
the
informa?on
on
the
site
is
the
 first

step,
even
when
in
the
footer
(note
that
this
is
not
 the
inten?on
of
the
ICO).
•  Example
from
a
Fortune
100
company
(note
that
it
will
be
 in
the
footer,
not
the
header):
www.21Interac?veMedia.com
 SMX
London
2012
‐
Page:
6


  7. 7. Do
Watch
What
Others
are
Doing
•  Don’t
be
first
to
be
“excessively”
open
 about
your
modifica?ons
 •  Imagine
how
your
users
may
respond
to
a
splash
page
 or
pop‐up
banner
(a
recommenda?on
of
ICO)
www.21Interac?veMedia.com
 SMX
London
2012
‐
Page:
7


  8. 8. Do
Watch
What
Others
are
Doing
ICO:
The
regulatory
body’s
own
website:
 
 Note
that
I
can
browse
the
site
with
no
no0ceable
 interference,
but
the
banner
at
the
top
remains
persistent

 www.21Interac?veMedia.com
 SMX
London
2012
‐
Page:
8


  9. 9. Do
Watch
What
Others
are
Doing
P.S.
–
The
irony
is
that
the
ICO
has
to
set
a
cookie
to
note
that
you
don’t
want
to
accept
cookies
 •  And
won’t
it
be
“fun”
to
get
this
same
message
 every
?me
you
clear
your
cookies?

www.21Interac?veMedia.com
 SMX
London
2012
‐
Page:
9


  10. 10. Do
Watch
What
Others
are
Doing
AllAboutCookies.org:

•  Ini?al
Site
Pop
Up:

www.21Interac?veMedia.com
 SMX
London
2012
‐
Page:
10


  11. 11. Do
Watch
What
Others
are
Doing
AllAboutCookies.org:

•  Without
cookies
enabled:
New
line
(where
the
ad
should
 be)
asks
you
to
enable
cookies

 www.21Interac?veMedia.com
 SMX
London
2012
‐
Page:
11


  12. 12. Do
Watch
What
Others
are
Doing
AllAboutCookies.org:

•  With
cookies
enabled
–Ads
by
Google
become
viewable

www.21Interac?veMedia.com
 SMX
London
2012
‐
Page:
12


  13. 13. Do
Watch
What
Others
are
Doing
Start
watching
what
the
giants
are
doing:
•  Google,
Microsom,
Omniture,
etc.
 •  The
“owners”
of
the
web
will
likely
be
the
first
to
 disclose
what
they
are
doing
and
how
for
first
and
 third
party
cookies
•  Your
compe?tors;
how
aggressive
are
 they?
 •  What’s
you
likeliness
to
be
singled
out?

The
more
 prominent
you
are…
the
more
to
worry

 www.21Interac?veMedia.com
 SMX
London
2012
‐
Page:
13


  14. 14. Do
Be
Ready
to
Change
&
Adapt
The
ICO
isn’t
clearly
sta?ng
how
it
will
police
the
new
law…

•  There
will
be
ac?ons
including:
 •  Informa?on
No?ce
 •  Undertaking
 •  Enforcement
No?ce
 •  Monetary
Penalty
No?ce
(Up
to
£500,000)
www.21Interac?veMedia.com
 SMX
London
2012
‐
Page:
14


  15. 15. Do
Be
Ready
to
Change
&
Adapt
The
ICO
isn’t
clearly
sta?ng
how
it
will
police
the
new
law…

•  Sta?ng
that
you’ve
already
started
with
your
 cookie
audit
gives
you
have
a
leg
to
stand
on
•  Amer
having
ini?al
internal
discussions,
you’ll
 know
how
deep
and
wide
the
cookie
problem
 may
be
for
your
site
 •  E‐commerce
sites
are
likely
going
to
have
much
more
 to
worry
about
 •  Over
1/3
of
E‐Retail
sites
are
already
planning
pop‐up,
but
 will
will
they
actually
go
through
with
it?


 www.21Interac?veMedia.com
 SMX
London
2012
‐
Page:
15


  16. 16. Do
Look
for
New
Tools
to
Emerge
•  Wolf‐Somware:
 hop://www.wolf‐somware.com/downloads/packages/jpecr‐ package/
or
hop://cookies.dev.wolf‐somware.com/

www.21Interac?veMedia.com
 SMX
London
2012
‐
Page:
16


  17. 17. Do
Look
for
New
Tools
to
Emerge
•  Site
cookie
audit/compliance:

 •  hop://www.cookielaw.org/get‐started‐with‐optanon.aspx
 •  hop://silk?de.com/cookielaw/solu?ons/test‐your‐ compliance

•  No?ce
of
cookies:
 •  
(Wordpress,
Magento
&
Drupal
plugins)
 hop://civicuk.com/cookie‐law/configura?on

•  Audit
&
No?fica?on:
 •  hop://cookieq.com/CookieQ/index



 www.21Interac?veMedia.com
 SMX
London
2012
‐
Page:
17


  18. 18. Do
Remember
how
Cookies
Will
Effect
your




 
 
 
 Strategy
 I’m
s?ll
here…
 and
not
going
 When’s
the
last
?me
 anywhere!
 you
deleted
your
 cookies?
 •  Today?
 •  This
week?
 •  This
month?
 •  With
35%+
of
Internet
 users
dele?ng
their
 cookies
1x
per
month,
 prepare
for
this
to
be
 an
ongoing
issue
www.21Interac?veMedia.com
 
 SMX
London
2012
‐
Page:
18


  19. 19. For
the
Nioy
Grioy
Visit
the
ICO
at:
hop://www.ico.gov.uk



•  Plenty
of
?ps/defini?ons
&
possibly
more
 than
you
may
need
to
get
started
•  Scared?

 •  Download
the
full
guide
on
how
the
ICO
could
 poten?ally
penalize
you:
 www.ico.gov.uk/.../guidance_on_the_new_cookies_regula?ons.ashx



 www.21Interac?veMedia.com
 SMX
London
2012
‐
Page:
19


  20. 20. Contact
Informa?on
 
 Anthony
Haney
 @anthonyhaney
 anthony@21LLC.com
 +01.646.221.7591
www.21Interac?veMedia.com
 SMX
London
2012
‐
Page:
20



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