The Fall Of The Cookie Monster

May 25, 2011
by Retail Champions

Users no longer have to fear the cookie monster! Following fears of invasion of privacy and controversy over consent to cookies, a law has been passed that states that users must opt in to accept cookies in order to be shown behaviourally targeted ads. Previously users had the option to opt out, consent was often automatically assumed.

As of 25^th May, the new EU privacy law came into action which states that websites will have to seek consent from users before using tracking technology in order to display behaviourally targeted ads. UK websites are now being given a year to comply with EU cookie laws, the Information Commissioners Office has announced today.

From an advertiser’s point of view you might be thinking ‘oh crumbs’, but we, the Retail Champs think it could be seen as a good thing for the industry, and here’s why:

We believe that the majority of users will opt-in! After all, cookies are actually a really useful tool for consumers – they store passwords, details of previous purchases and account details, saving both the user’s time and effort, creating a smoother online journey.
Opting out doesn’t mean that the user becomes free from advertising; it simply means that the ads they do see won’t be tailored to their interests. Why wouldn’t users make use of internet technology and help reduce the amount of ads that aren’t relevant to them?
Without those ‘ad haters’ who chose to opt out, ads are displayed to a more tuned-in audience who appreciate relevant advertising.
After giving consent to websites the user will have an increased knowledge of what cookies actually are, therefore will be less likely to delete them in their internet settings.

Whilst the new law might seem like a bit of a pain to begin with, especially as there is a lot to consider in order to develop a workable technical solution, in the long term, the relationship between advertisers and the audience will improve. Advertisers can target an engaged audience and the audience is shown ads of interest to them. Advertisers now have a year to comply, and that’s the way the cookie doesn’t crumble.

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