London, Mar 9 (ANI): A major shake up is likely in the way websites track visitors and tailor ads to their behaviour in the UK May onwards.
From 25 May, European laws dictate that "explicit consent" must be gathered from web users who are being tracked via text files called "cookies," reports the BBC.
These files are widely used to help users navigate faster around sites they visit regularly. Businesses have been urged to sort out how they get consent so they can keep on using cookies.
The changes are demanded by the European e-Privacy directive which comes into force in the UK in late May.
The section of the directive dealing with cookies was drawn up in an attempt to protect privacy and, in particular, limit how much use could be made of behavioural advertising.
As part of its work to comply with the directive, the IAB created a site that explains how behavioural advertising works and lets people opt out of it.
The directive demands that users be fully informed about the information being stored in cookies and told why they see particular adverts. Specifically excluded by the directive are cookies that log what people have put in online shopping baskets.
However, the directive is likely to have an impact on the more general use of cookies that remember login details and enable people to speed up their use of sites they visit regularly.
The exact steps that businesses have to go through to comply with the law and gain consent from customers and users are being drawn up by the Department for Culture, Media and Sport (DCMS). (ANI)
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