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 The industries opinion is that the Law makers have over legislated and that the legislation will be changed or withdrawn.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.