Rules set to make cookies crumble

The new EU privacy directive reported that from 25th May "explicit consent" must be gathered from web users who are being tracked via cookies (in the affiliate world, the common practice is a 30 day cookie period).

The new EU privacy directive reported that from 25th May "explicit consent" must be gathered from web users who are being tracked via cookies (in the affiliate world, the common practice is a 30 day cookie period).

Currently the Directive allows for consent to be expressed by web browser settings but existing browser settings won't be enough to ensure compliance. The key area will be around 'informed consent' which could lead to enhanced browser settings. It's worth remembering consent is not required if the use of cookies is 'strictly necessary' for a service explicitly demanded by the user. So it could potentially be argued that some affiliate functions, especially cashback sites, require cookies to function effectively.

Only time will tell how this will fully affect the affiliate industry, and much it will depend on the general view that the EU takes on the digital industry as a whole.