On 26th May 2012 all UK web sites must offer users opt-in consent tools to allow cookies (used by Google and other web analytics) that pass information about your browsing activities to 3rd parties.

We have canvassed opinion from all of the major browsers and Google themselves and there seems to be a 'wait and see' attitude. The industries opinion is that the Law makers have over legislated and that the legislation will be changed or withdrawn. That may be true but for now the legislation stands and with 17 days left before it comes into effect it's decision time....

Option 1 - Do Nothing

As this effects 90% of websites in Europe it is going to be impossible for the legislators to enforce this on mass. The most likely outcome is that they will target some high profile companies and fine them in the hope that word will spread. The maximum fine is £500,000 so although the chances of it effecting you are slim, doing nothing is risky.

Option 2 - Add An Opt-In Script

Using a small piece of Java script you can ask your visitors for their permission to use cookies before they reach your home page. This will make you 100% compliant with the new legislation. However to begin with this is likely to scare off the majority of visitors. If this legislation stands users will get used to seeing the prompts and given enough time people will click OK without giving it any thought. That is going to take some time though so be prepared to see a huge dip in traffic if you implement this from the get go.

Option 3 - Temporarily disable your tracking code

In our opinion this is the best option right now. Once the legislation has been in effect for a few months one of two things will happen, either:

- Visitors will get used to accepting cookies downloads and won't be scared off by them any more OR

- The legislation will be amended or removed all together

Temporarily disabling the tracking code means you will lose transparency of the sites performance but your traffic won't be affected. In 2 -3 months time you can then re-evaluate. If the legislation is still in place visitors will be familiar with the cookie prompts and less likely to be scared off by them or hopefully pressure from the industries biggest players will force the EU to have a complete rethink and withdraw the legislation all together.

Whatever you decide to do please contact your Red Wasp Account Manager ASAP and we'll help guide you through it.

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