What you need to know
If you, as a website owner store usage information, you will need to provide clear and comprehensive information about why you are storing the information and get the visitor’s ‘explicit’ consent.
Essential cookies that a website provides for the visitor at their request (for example on subscription and e-commerce services) will not need such consent.
What you need to do
The Information Commissioner’s Office (ICO) have advised website owners to conduct a full audit of their websites to analyse which cookies are used, and which are ‘strictly necessary’? “Strictly necessary” cookies are those mentioned, for subscription and e-commerce services.
Cookies that are deemed, or likely to be seen as ‘intrusive’ by users should be removed, changed or a consent process included.
Consent options available to you
This Cookie law has preceded the browser development, so the onus is currently on the website owner. Current solutions to gather consent include:
Feature-led consent – This is when a website remembers feature-led preferences, such as content personalisation. A user can be informed of the cookie when the feature is activated.
Functional uses – Tracking is a common example of this – occurring in the background without the consent of the user. A proposed solution is to place relevant text about the cookie in the header or footer of the page, or link to an information page.
Pop-ups – Whilst these can detract from the user experience, and are often blocked by browsers, they are probably the simplest option to implement to inform the user and to gain their consent.
Tracking icons – These are indicators on adverts that show clearly that an advert uses tracking technology. AOL and Google, for example, have committed to this, but there is currently no mention of ‘consent’.
If you have questions about how the cookie law could affect your business and your digital marketing, contact Jack Marketing Solutions™ today.
Glossary: Ad Server, Advertising, Adware, Affiliate Programme, Astroturfing, Browsers, Cache, Cloaking, Cookie, Dark Marketing, Data Protection Act, Digital Marketing, E-commerce, E-Privacy Directive, Floating Ads, GDPR, Google Adwords, Header, Meta Data, Mobile Marketing, Navigation, Obfuscation, Opt-in, Personalisation, Pop-ups, Programmatic Buying, Real-Time Advertising, Real-Time Bidding, Repeat Visitor, Search Engine, Site Visit, Social Advertising, Spyware, Tracking, Visit, Visit Duration, Visitor, Visitor Session, Website