SMX London EU Cookie Regulations

ComplyingAndCopingInTheNewWorldOfRegulatedGlobalMarke?ng

Environment

TopTipsforMarketers

SMXLondon2012‐Page:1www.21Interac?veMedia.com

AnthonyHaney@anthonyhaney

[email protected]+01.646.221.7591

Don’tPutYourHeadintheSand…

SMXLondon2012‐Page:2

•  Ifyou’rehere,youknowthattherulesaregoingtochangesobeproac?ve

•  Thinkaboutthisasaposi?veopportunity…

www.21Interac?veMedia.com

BeBashful…NotDopey


Nooneiscertainyet…whybetheleaderandcreateunnecessaryworkatthisstage?•  Atthesame?me,don’t

pretendlikenothingishappeningwhichcouldturnintoaworstcasescenario


DoStartaSiteCookieAudit


Everysiteshouldbedoingaperiodiccookieaudit.•  Doyouevenknowhowmanycookies(firstorthirdparty)you’redroppingoneveryvisitor?•  Weknowtherearetoomanytags

whenwehavetagstomanagethenumberoftags.


DoStarttheConversa?on…


WithyourteamsonSEM/SEO/IT/Compliance/Legal/Everyonewhohasanythingtodowithyoursite:•  Withthenumberofpeoplewhoarelikelytobeaffected

bythenewlaw,takecontrol•  Sayingnothing&doingnothingwillgetyou…nowhere•  Startnow;youmaynotknowhowmanypeoplewillbe

involvedandtheextent


DoWatchWhatOthersareDoing


Companies(small&largeFortune100)arepreparingtoputthedisclosureinthe“privacyinfo”&T&Cs:•  Betransparent;geingtheinforma?ononthesiteisthe

firststep,evenwheninthefooter(notethatthisisnottheinten?onoftheICO).

•  ExamplefromaFortune100company(notethatitwillbeinthefooter,nottheheader):




•  Don’tbefirsttobe“excessively”openaboutyourmodifica?ons•  Imaginehowyourusersmayrespondtoasplashpage

orpop‐upbanner(arecommenda?onofICO)




ICO:Theregulatorybody’sownwebsite:NotethatIcanbrowsethesitewithnono0ceableinterference,butthebanneratthetopremainspersistent




P.S.–TheironyisthattheICOhastosetacookietonotethatyoudon’twanttoacceptcookies

•  Andwon’titbe“fun”togetthissamemessageevery?meyouclearyourcookies?




AllAboutCookies.org:•  Ini?alSitePopUp:




AllAboutCookies.org:•  Withoutcookiesenabled:Newline(wheretheadshould

be)asksyoutoenablecookies




AllAboutCookies.org:•  Withcookiesenabled–AdsbyGooglebecomeviewable




Startwatchingwhatthegiantsaredoing:•  Google,Microsom,Omniture,etc.•  The“owners”ofthewebwilllikelybethefirstto

disclosewhattheyaredoingandhowforfirstandthirdpartycookies

•  Yourcompe?tors;howaggressivearethey?•  What’syoulikelinesstobesingledout?Themore

prominentyouare…themoretoworry


DoBeReadytoChange&Adapt


TheICOisn’tclearlysta?nghowitwillpolicethenewlaw…•  Therewillbeac?onsincluding:•  Informa?onNo?ce•  Undertaking•  EnforcementNo?ce•  MonetaryPenaltyNo?ce(Upto£500,000)


DoBeReadytoChange&Adapt


TheICOisn’tclearlysta?nghowitwillpolicethenewlaw…•  Sta?ngthatyou’vealreadystartedwithyour

cookieauditgivesyouhavealegtostandon•  Amerhavingini?alinternaldiscussions,you’ll

knowhowdeepandwidethecookieproblemmaybeforyoursite•  E‐commercesitesarelikelygoingtohavemuchmore

toworryabout•  Over1/3ofE‐Retailsitesarealreadyplanningpop‐up,but

willwilltheyactuallygothroughwithit?www.21Interac?veMedia.com

DoLookforNewToolstoEmerge


•  Wolf‐Somware:hop://www.wolf‐somware.com/downloads/packages/jpecr‐package/orhop://cookies.dev.wolf‐somware.com/


DoLookforNewToolstoEmerge


•  Sitecookieaudit/compliance:•  hop://www.cookielaw.org/get‐started‐with‐optanon.aspx•  hop://silk?de.com/cookielaw/solu?ons/test‐your‐

compliance

•  No?ceofcookies:•  (Wordpress,Magento&Drupalplugins)

hop://civicuk.com/cookie‐law/configura?on

•  Audit&No?fica?on:•  hop://cookieq.com/CookieQ/index


DoRememberhowCookiesWillEffectyour Strategy


When’sthelast?meyoudeletedyourcookies?•  Today?•  Thisweek?•  Thismonth?•  With35%+ofInternet

usersdele?ngtheircookies1xpermonth,prepareforthistobeanongoingissue

I’ms?llhere…andnotgoinganywhere!


FortheNioyGrioy


VisittheICOat:hop://www.ico.gov.uk•  Plentyof?ps/defini?ons&possiblymorethanyoumayneedtogetstarted

•  Scared?•  DownloadthefullguideonhowtheICOcould

poten?allypenalizeyou:www.ico.gov.uk/.../guidance_on_the_new_cookies_regula?ons.ashx


ContactInforma?on

AnthonyHaney@anthonyhaney

[email protected]+01.646.221.7591

SMXLondon2012‐Page:20www.21Interac?veMedia.com

SMX London EU Cookie Regulations

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