Follow Us

We use cookies to provide you with a better experience. If you continue to use this site, we'll assume you're happy with this. Alternatively, click here to find out how to manage these cookies

hide cookie message

UK websites opt for minimal cookie warnings

Only 12% have implemented prominent privacy notices with robust cookie controls

Article comments

Nearly two thirds of UK websites have taken steps to address the EU cookie directive, but the majority are still only doing a minimal amount to alert visitors to their use of cookies, according to a new study.

Cookies are small pieces of software that are installed on the user's computer to remember login details and other preferences relating to a particular website. Under the EU e-Privacy Directive, which came into force in May 2012, anyone running a website is required to get explicit opt-in consent from their visitors before deploying cookies on their machines.

In a survey of 231 websites by data privacy management firm TRUSTe, only 12% were found to have implemented prominent privacy notices with robust cookie controls. Meanwhile, 51% had minimal privacy notices with limited cookie controls, and 37% had taken no steps to comply with the Directive.

Of those websites surveyed, 56% had a “moderate to high level” of third-party cookies (more than 25 per site), but within this group only 17% had implemented robust compliance solutions combining prominent privacy notices and strong cookie controls.

“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,” said Chris Babel, CEO TRUSTe.

However, Babel added that some companies have yet to put a compliance solution in place, and may need help finding a solution that is appropriate to their business model.

Some of the best examples of robust compliance used approaches that made the implementations especially user-friendly, said TRUSTe.

Toyota, for example, made it very simple for users to control cookie settings and provided individual descriptions of cookie purposes (e.g. "Locate your dealer with Google Maps").

Similarly, Barclays' website displayed a clear privacy notice directing users to a page explaining the purpose of each cookie whilst giving the user readily accessible cookie preference controls.

The study found that some companies have worked hard to ensure that the messaging is applicable to their users and consistent with their brand. On the Aldo Shoes website, for example, customers who click on “Cookie Preferences” are asked if they are “Cool with cookies?”

The study shows a marked improvement since June, when research by business consultancy KPMG revealed that the EU cookie law deadline had largely been ignored by UK institutions, despite the risk of heavy fines of up to £500,000 for non-compliance.


More from Techworld

More relevant IT news


Mike_Acker said: its more than cookies ur browser runs with ur logon permissions a script running in ur browser can inventory ur puter everything u have access toafter all nobody wants to log off and then log back on using a special user id for general browsing but that is what we all need to start doing

Gb25 said: I do not care about Cookies The EU has blown the problem out of proportion I will not comply and when they send their lovely notices I will quite happily send them some cookies -

Send to a friend

Email this article to a friend or colleague:

PLEASE NOTE: Your name is used only to let the recipient know who sent the story, and in case of transmission error. Both your name and the recipient's name and address will not be used for any other purpose.

Techworld White Papers

Choose – and Choose Wisely – the Right MSP for Your SMB

End users need a technology partner that provides transparency, enables productivity, delivers...

Download Whitepaper

10 Effective Habits of Indispensable IT Departments

It’s no secret that responsibilities are growing while budgets continue to shrink. Download this...

Download Whitepaper

Gartner Magic Quadrant for Enterprise Information Archiving

Enterprise information archiving is contributing to organisational needs for e-discovery and...

Download Whitepaper

Advancing the state of virtualised backups

Dell Software’s vRanger is a veteran of the virtualisation specific backup market. It was the...

Download Whitepaper

Techworld UK - Technology - Business

Innovation, productivity, agility and profit

Watch this on demand webinar which explores IT innovation, managed print services and business agility.

Techworld Mobile Site

Access Techworld's content on the move

Get the latest news, product reviews and downloads on your mobile device with Techworld's mobile site.

Find out more...

From Wow to How : Making mobile and cloud work for you

On demand Biztech Briefing - Learn how to effectively deliver mobile work styles and cloud services together.

Watch now...

Site Map

* *