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Friday, 13th January 2012, 09:30:25
Ecommerce businesses 'must prepare for new cookie legislation'
Ecommerce traders must act now to meet the deadline for cookie consent - an important issue surrounding new EU legislation, according to global expert in multivariate testing Maxymiser.
From May this year, new regulations will mean that penalties could be faced if consent policies are not firmly in place.
The company has given advice on how to best meet the demands of the updated rules without compromising online revenues or customer satisfaction.
Peter Ellen, head of product at Maxymiser, said the key issue of gaining user consent for storage of data can raise the risk of damaging the overall user experience.
"With ecommerce businesses having spent millions of euros in removing website usability barriers, enhancing the online customer experience and optimising real-estate positions, the EU cookie legislation seems to put a pause button on marketers' optimisation, analytics and attribution efforts," he added.
Furthermore, the expert explained that the design and right wording within a website's structure will be vital to meeting the terms set out by the Information Commissioner's Office (ICO). He mentioned that brands should act as soon as possible to put new tests in place so they are fully compliant when the EU law comes into force.
Mr Ellen stated: "The ICO is expecting organisations to operate within the law, so it is essential that organisations start looking now at strategies."
Rob Jackson, managing director of Elisa DBI, recently predicted that the ICO's red tape could strangle the UK's digital progress.
Writing in the Daily Telegraph, he said the new guide, which dictates how online businesses can collect data about web users, could prevent the acquisition of information that is fundamental to the growth of the £70 billion online marketplace.
Mr Jackson explained that the changes were originally due to come in to effect in May 2011, but due to ICO guidelines being "woefully inadequate" IT companies were given a 12-month warning in order to further prepare for the new cookie guidelines.
Posted by Phil Williams
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Categories: | Ecommerce |
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