EU internet ‘cookies’ rules cause confusion

Developments in web browsing technology have in recent years largely consigned the irritating pop-up advertisement to internet history. But European rules aimed at protecting the UK’s internet users from intrusive advertising have in the last week led to a new crop of pop-ups appearing on websites based in the UK.

This weekend saw the long-heralded implementation of new regulations in the UK around “cookies”, digital morsels of data that can track surfing behavior across the web, and an accompanying last-minute rush from several popular websites to comply, with many using small pop-up messages on their homepages. But several surveys of both consumers and companies show that most remain confused about the 2009 European e-privacy directive, which requires website owners to obtain the consent of their visitors to the use of cookies.