SMX London EU Cookie Regulations

Complying And Coping In The New 
World Of Regulated Global Marke?ng 
Environment 
 
Top Tips for Marketers 
 
 
 
Anthony Haney 
@anthonyhaney 
anthony@21LLC.com 
+01.646.221.7591 
www.21Interac?veMedia.com  SMX London 2012 ‐ Page: 1

Don’t Put Your Head in the Sand… 
 
•  If you’re here, you know that the rules are 
 
going to change so be proac?ve 
 
•  Think about this as a posi?ve opportunity… 
 


Be Bashful… Not Dopey 
No one is certain yet… 
why be the leader and 
create unnecessary 
work at this stage?  
•  At the same ?me, don’t 
pretend like nothing is 
happening which could turn 
in to a worst case scenario 


Do Start a Site Cookie Audit 
Every site should be doing a 
periodic cookie audit.   
•  Do you even know how many 
cookies (ﬁrst or third party) you’re 
dropping on every visitor? 
•  We know there are too many tags 
when we have tags to manage the 
number of tags. 


Do Start the Conversa?on… 
With your teams on SEM/SEO/IT/
Compliance/Legal/Everyone who has 
anything to do with your site: 
 
•  With the number of people who are likely to be aﬀected 
by the new law, take control 
•  Saying nothing & doing nothing will get you… nowhere 
•  Start now; you may not know how many people will be 
involved and the extent 


Do Watch What Others are Doing 
Companies (small & large Fortune 100) are 
preparing to put the disclosure in the “privacy 
info” & T&Cs: 
•  Be transparent; geing the informa?on on the site is the 
ﬁrst  step, even when in the footer (note that this is not 
the inten?on of the ICO). 
•  Example from a Fortune 100 company (note that it will be 
in the footer, not the header): 


•  Don’t be ﬁrst to be “excessively” open 
about your modiﬁca?ons 
•  Imagine how your users may respond to a splash page 
or pop‐up banner (a recommenda?on of ICO) 


ICO: The regulatory body’s own website: 
 
Note that I can browse the site with no no0ceable 
interference, but the banner at the top remains persistent 
 


P.S. – The irony is that the ICO has to set a cookie to note 
that you don’t want to accept cookies 
•  And won’t it be “fun” to get this same message 
every ?me you clear your cookies? 
 


AllAboutCookies.org:  
•  Ini?al Site Pop Up: 
 


•  Without cookies enabled: New line (where the ad should 
be) asks you to enable cookies 
 


•  With cookies enabled –Ads by Google become viewable 
 


Start watching what the giants are doing: 
•  Google, Microsom, Omniture, etc. 
•  The “owners” of the web will likely be the ﬁrst to 
disclose what they are doing and how for ﬁrst and 
third party cookies 
•  Your compe?tors; how aggressive are 
they? 
•  What’s you likeliness to be singled out?  The more 
prominent you are… the more to worry 
 


Do Be Ready to Change & Adapt 
The ICO isn’t clearly sta?ng how it will police 
the new law…  
•  There will be ac?ons including: 
•  Informa?on No?ce 
•  Undertaking 
•  Enforcement No?ce 
•  Monetary Penalty No?ce (Up to £500,000) 


Do Be Ready to Change & Adapt 
The ICO isn’t clearly sta?ng how it will police 
the new law…  
•  Sta?ng that you’ve already started with your 
cookie audit gives you have a leg to stand on 
•  Amer having ini?al internal discussions, you’ll 
know how deep and wide the cookie problem 
may be for your site 
•  E‐commerce sites are likely going to have much more 
to worry about 
•  Over 1/3 of E‐Retail sites are already planning pop‐up, but 
will will they actually go through with it?  
 

Do Look for New Tools to Emerge 
•  Wolf‐Somware: 
hop://www.wolf‐somware.com/downloads/packages/jpecr‐
package/ or hop://cookies.dev.wolf‐somware.com/  


Do Look for New Tools to Emerge 
•  Site cookie audit/compliance:  
•  hop://www.cookielaw.org/get‐started‐with‐optanon.aspx 
•  hop://silk?de.com/cookielaw/solu?ons/test‐your‐
compliance  

•  No?ce of cookies: 
•   (Wordpress, Magento & Drupal plugins) 
hop://civicuk.com/cookie‐law/conﬁgura?on  

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


Do Remember how Cookies Will Eﬀect your     
      Strategy 
I’m s?ll here… 
and not going  When’s the last ?me 
anywhere!  you deleted your 
cookies? 
•  Today? 
•  This week? 
•  This month? 
•  With 35%+ of Internet 
users dele?ng their 
cookies 1x per month, 
prepare for this to be 
an ongoing issue 
www.21Interac?veMedia.com   
SMX London 2012 ‐ Page: 18

For the Nioy Grioy 
Visit the ICO at: hop://www.ico.gov.uk    
•  Plenty of ?ps/deﬁni?ons & possibly more 
than you may need to get started 
•  Scared?  
•  Download the full guide on how the ICO could 
poten?ally penalize you: 
www.ico.gov.uk/.../guidance_on_the_new_cookies_regula?ons.ashx   
 


Contact Informa?on 
 
Anthony Haney 
@anthonyhaney 
anthony@21LLC.com 
+01.646.221.7591 


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