The EU E-Privacy Directive: Is it the Beginning?

The EU E-Privacy Directive: Is it the Beginning

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Recently the EU has passed a new e-privacy directive; when this comes into force late May 2011, it will potentially have significant consequences for EU member countries, all of whom will have to implement this directive into their laws.

This directive ensures that users of websites are required to explicitly consent to cookies that they are downloading. This will ensure that online service providers inform their users and subscribers about and request their consent when storing, processing or accessing information obtained from their computers for reasons other than providing regular technical service.

For those who may not be familiar with cookies, these are files downloaded into web browsers that have the purpose of allowing users of the computer to navigate amongst commonly visited websites faster through the use of tracking what sites are visited. Cookies are tiny files that websites leave at the user's browser to preserve their session, remember settings and importantly, retain some information about their online activity.

At other times, Cookies are used to track online behavior so users receive pop up messages and advertisements that are relevant to what the user of the computer is doing, using and viewing online from third parties. This website tracking for advertising purposes is the type of behavior that the EU directive is aimed at preventing and is viewed as a privacy breach.

Although the intention of this directive is to stop individuals from having this data collected about them, in most instances cookies can be beneficial for the increased ease of navigation. The directive is a contentious one; opponents argue that this implementation is a hindrance. It is argued that individuals having to consent each time to accept a cookie will become barriers to using sites, making them less user friendly and will lead to a decrease in business, as fewer people will want to access certain sites.

The directive is ultimately aimed at informed consent for internet users and protection of privacy, however its practical implementation could lead to new problems and difficulties. A possible solution to stifle these arguments is to implement similar laws world-wide so that cookies everywhere will need to be explicitly accepted. This EU directive could potentially lead to the first of world-wide internet regulation.

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