The data watchdog’s softly, softly approach to implementing the EU cookie law appears to have seriously backfired, with a new report claiming that only 12% of the top 50 websites in the UK have taken steps to comply.
To ensure compliance, websites must display an on-screen pop-up, banner or tab informing users about cookies on the site. The legislation – part of the revised e-Privacy Regulations – came into force in May, after a 12-months’ grace from the Information Commissioner’s Office.
The figures paint a far worse picture than previous thought. Back in June, the ICO said that three-quarters of the top 75 websites in the UK had yet to implement the new law despite being sent a warning letter.
However, just last month ICO boss Christopher Graham broke ranks for the first time about the legislation, claiming it was simply “dreamed up by Brussels” without proper research into what consumers want.
And while the figures for the UK may seem low, the Truste study found that none of the top sites in France or Germany has taken any steps towards compliance.
It also found that the top 50 French sites drop nearly twice as many third-party cookies (434) as the Netherlands (237), while UK and German sites drop 406 and 319 respectively.
Looking at consumer awareness of the cookie law, four out of five Brits (81%) are aware of internet browser cookies and 63% are aware of the EU cookie directive.
The online study included over 4,000 consumers in France, Germany, the UK and the Netherlands, and 200 top websites.
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