UK businesses could crumble under new cookie law, agency warns

May 24, 2012 - PRLog -- Leith-based Crush warns that every business which has a website could be at risk following implementation of the so-called “Cookie Law” and there are no exceptions to the law for smaller firms.

Cookies are temporary computer files which gather information about the browsing habits of visitors to websites. Activated by a user when they access particular pages on a site, the cookie is sent from the website to the user’s computer and remains once they leave the site. When the user returns to the site the cookie allows the website to remember their preferences and settings.

Until now many internet users have been unaware that their browsing habits have been monitored by cookies.

From May 25, new EU regulations, enforced by the Information Commissioner, will require website owners to seek and be granted permission by website visitors before they can gather such information.

The directive is designed to protect privacy and allow people to avoid being targeted by adverts informed by their online behaviour. This information is of benefit to businesses as it allows them to tailor communications to those most likely to respond.

Crush, which designs bespoke websites for businesses and organisations of all sizes, says the rules will have far reaching effects on business. A study by KPMG revealed that 95% of UK businesses were unprepared for their introduction.
Some 75% of 2,000 consumers surveyed by eDigitalResearch and IMRG in April said they had not heard of the new EU cookie directive. Of those that had, only 16% were aware of what changes would come into effect on May 26.
“Most businesses that have a website that will use cookies at some point or other,” said Rafael Cueto, the managing director of Crush.

“A great many of those will have had their websites designed and built by agencies and they may be unaware that they are using cookies, or even what a cookie is. Unfortunately for them, the new law places responsibility for adherence on the website owner rather than the agency that created it.”

Crush is advising to review what cookies are used by their website, to decide on an appropriate course of action to give users the choice to accept the use of cookies such as having pop-ups or banners on the website to obtain consent and to make sure these measures are implemented on or before 25 May.


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Notes to Editors

Crush, founded in 2002, is a private limited company owned by Rafael Cueto (RC), providing web design, development and marketing services across the UK and in Europe to a range of clients in the private, public and third sectors.

It provides a Cookie Law audit for a fixed price of £350 which will allow businesses to identify what cookies are used in their website, how intrusive they are with a list of specific recommendations.

The audit will also involve installation of a script into each website and link it to the client’s Privacy Policy which will bring them up to date with compliance.

For more information businesses can call Crush on 0845 658 1657 to schedule an appointment or go to http://www.crushdigital.co.uk/