Marketers "in dark" about what constitutes consent
22 May 2012: Nearly half (47%) of UK marketers say that they aren’t confident their efforts to gain consumer consent to place cookies on their devices will meet the new requirements of the ePrivacy Directive, new research has revealed.
The conclusion comes from a survey of more than 150 of the UK’s top marketing agencies conducted by the Direct Marketing Association (DMA) and DataGuidance, a global data protection and privacy service. According to the study’s authors, with just four days to go until the Information Commissioner’s Office (ICO) enforces the so-called 'cookie law' the shortcoming should be a serious cause for concern.
The financial impact on the marketing industry will be also dramatic, with 67% of respondents saying the new law will cost them up to £10,000, 17% estimating that it will cost them up to £25,000, and 13% put the figure of compliance at up to £100,000.
“The question is not so much the definition of a cookie, but clarity on consumer consent," says Lindsay Grieg, of DataGuidance. "To comply with the law, marketers need to provide clear, transparent information to consumers so that they can make an informed choice to accept cookies from websites and digital communications."
Caroline Roberts, Director of Legal and Public Affairs for the DMA, added: “The DMA has issued considerable free guidance on how to achieve this, so it’s down to marketers to learn how to work within the new legal framework. Failing to do so will lose customers, lose sales and ultimately leave them on the wrong side of the law.”
The DMA has recently published how-to guides on managing cookies for websites and mobile and email marketing, which can be downloaded for free from the DMA’s website: www.dma.org.uk
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