This webinar provided an overview of the EU ePrivacy Directive and recommendations for marketers to achieve compliance. It discussed auditing all cookies used on websites, assessing non-essential cookies, obtaining opt-in consent for cookies, maintaining records of consent, and including full cookie descriptions in privacy policies. Experts from IMRG and Silverpop explained the Directive's requirements and answered questions. Silverpop also shared additional resources on their website to help marketers understand and implement the Directive.

1. Silverpop Webinar:
The EU Privacy Directive
Tracking and Analysing the 'Cookie Law' Changes
+ Best Practice Recommendations on How To Become Compliant
Without Sabotaging Your Online Marketing!

2. Because perhaps life is too short to read EU Directives?
Over half of companies have (57%) have read the EU e-Privacy Directive,
while 43% say they have not. - eConsultancy’s EU e-Privacy Directive Survey

3. What is the
EU ePrivacy
Directive? What Does
it Mean for
Marketers?
How Can
Marketers Work Q&A Session
Towards
Compliance? Please type your
questions into the
box above at any
time during the
webinar…

4. Meet 2 experts who promise us they have read the
directive…
Andrew McClelland, Richard Austin,
Director of Operations at IMRG eStrategy Consultant, Silverpop

5. EU Direc-tives are EU-wide laws
pro-posed by the Euro-pean Com-mis-sion
and enacted jointly by
the Euro-pean Coun-cil and the
Par-lia-ment.

6. Direc-tives only have legal
effect when trans-posed into law
by the EU Mem-ber States.
Trans-po-si-tion is manda-tory, but
Mem-ber States often miss the dead-lines!

7. Once trans-posed, the
lan-guage is inter-preted and
enforced by the enforce-ment
author-i-ties of each Mem-ber
State – in the UK this is the
Information Commissioners
Office (ICO).

8. This webinar looks at the
guidance published by the ICO
and gives our interpretation on
emerging recommended
practice for marketers aiming at
a UK audience…

10. 6 (1) Subject to paragraph (4), a person shall not
store or gain access to information stored, in the
terminal equipment of a subscriber or user unless
the requirements of paragraph (2) are met.
(2) The requirements are that the subscriber or user
of that terminal equipment--
(a) is provided with clear and comprehensive
information about the purposes of the storage of,
or access to, that information; and
(b) has given his or her consent.

11. “(3A) For the purposes of paragraph (2), consent may be
signified by a subscriber who amends or sets controls on the
internet browser which the subscriber uses or by using another
application or programme to signify consent.

12. “(3A) For the purposes of paragraph (2), consent may be
signified by a subscriber who amends or sets controls on the
internet browser which the subscriber uses or by using another
application or programme to signify consent.
The ICO does not
consider browsers to
be sophisticated
enough, at present,
to be relied on as the
mechanism for
consent.

14. (4) Paragraph (1) shall not apply to the technical storage of, or access to,
information--
(a) for the sole purpose of carrying out the transmission of a communication over
an electronic communications network; or
(b) where such storage or access is strictly necessary for the provision of an
information society service requested by the subscriber or user.

15. Effective Implementation

16. So what should I actually do now?

17. 1. Audit all of your web estate
2. Understand what cookies are being
served and their level of intrusiveness
3. Develop mechanisms for gaining consent

18. Find out what cookies are being served on your sites…
Consider using an automated auditing tool such as: http://imrg.cookiereports.com/

19. Remembering that the Directive states that users should be provided with
“clear and comprehensive information”

20. Include the name and
description of ALL cookies
in your Privacy Policy.
This could be used as an
opportunity to show the
user the benefits of the
cookie and why this
results in an enhanced
experience.
http://www.bbc.co.uk/privacy/bbc-cookies-policy.shtml

21. Let’s take a look at some examples…

22. http://www.ico.gov.uk

23. http://www.allthingsd.com
- Owned by Dow Jones, published of the Wall Street Journal

24. http://www.cifas.org.uk

25. Customise the content
Copy & paste the code into your website

26. We’ve listed Silverpop cookies – so your 3rd party cookies and made this
available to all customers via the Support Portal.
You can easily copy and paste the information into your Privacy Policy.

27. You can then easily copy and paste the information into your Privacy Policy.

28. “The Regulations apply to cookies and also to similar technologies for storing
information. This could include, for example, Local Shared Objects.”
“A cookie is a small file, typically of letters and numbers, downloaded on to a
device when the user accesses certain websites. Cookies allow a website to
recognise a user’s device.”
Source “guidance_on_the_new_cookies_regulations - ICO 2012.PDF”

29.  Audit all cookies used by your website and other web assets e.g. microsites
 Assess all non essential cookies
 Request opt-in for cookies
 Maintain a record of opt-ins
 Include the name and description of ALL cookies in your Privacy Policy

30. About Silverpop
• Email marketing and
B2B marketing automation
software
• 1,500+ customers
• Across 38 countries
• 425 employees
• UK headquarters since 2005

31. Questions & Answers

32. • Resource Centre
at silverpop.com
– White papers
– Webinars
– Blogs
– Case studies
– Newsletters
• Presentations on SlideShare
– www.slideshare.net/Silverpop
*New e-Privacy Tip Sheet*

33. Thank you for your time!
@Silverpop @IMRGupdate