Websites in the UK have to change the way they track their users from now on, with sites having to receive ‘implied consent’ from visitors that they are ok for their movements to be tracked. The law has been talked about for some time and originally required ‘explicit consent’ from visitors before the site is revealed. But there was a last minute change to the legislation, which means that sites have to obtain just ‘implied consent’ – this is friendlier for businesses but knocks the UK out of whack from the rest of the EU when it comes to the transparency of cookies.
As with any new law put into place, confusion reigns over proceedings. According to Rob Rachwald, director of security strategy at Imperva, the law is a good way of teaching consumers about how websites track them but is too vague to have much effect. “Websites and internet technology have become so complex that it is impossible for a typical consumer to understand the implications of a simple click,” said Rachwald. “This law will hopefully help people understand that cookies are the keys to personal information and present a threat if exploited, stolen, altered, harvested or hijacked.”
The direct message coming from the ICO is aimed mostly at webmasters; “Some uses of cookies can involve creating detailed profiles of an individual’s browsing activity. If you are doing this, or allowing it to happen, on your website or across a range of sites, it is clear that you are doing something that could be quite intrusive – the more privacy intrusive your activity, the more priority you will need to give to getting meaningful consent,” the ICO guidance said.
People are already asking what happens if I don’t comply in time:
“The government’s view is that there should be a phased approach to the implementation of these changes. In light of this if the ICO were to receive a complaint about a website, we would expect an organisation’s response to set out how they have considered the points above and that they have a realistic plan to achieve compliance. We would handle this sort of response very differently to one from an organisation which decides to avoid making any change to current practice.”
This two minute video sums up the new law in a very amusing but straight forward way:
If you have a website and you’re not sure how to make sure you’re compliant email us today for a free Audit.
Posted by Kris Haynes on 05/29 at 02:25 PM
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