Just two-thirds of UK’s most websites comply with EU cookie law

Publish Date

14 Sep

Category

Online Advertising

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They found that only 12 per cent of the websites they looked at have implemented prominent privacy notices with robust cookie controls, while 51 per cent have installed minimal privacy notices with limited cookie controls.

More importantly, a further 37 per cent of websites investigated have not taken any measures to meet cookie law compliance despite the legislation coming into force three months ago.

Under the new European law, websites must give consumers the option to opt-out of cookies, which track their online behaviour with the aim of creating targeted online ads.

However, of those that have done nothing to meet this law, 49 per cent have a low level of third-party cookies present on their site, while 35 per cent have a moderate number.
The report highlighted Toyota’s website as a prime example of how to comply with the legislation because it has made it easy for users to control cookie controls on the website.
Chris Babel, chief executive of TRUSTe, said: “Based on our analysis it is clear that many companies have started to take the EU Cookie Directive seriously and devoted time and resources to implement a compliance solution that helps their users control the tracking activity on their site.”