The majority of the UK’s online retailers think the new ‘EU cookie law’ is a bad idea and many look likely to ignore it, recent surveys suggest.
The e-privacy directive, which comes into force on May 26, 2012, requires websites to get permission from users to use or store cookies which monitor their online movements.
Many firms say it would drive them out of business if they complied and appear to be adopting a wait and see policy with regards to the law.
A recent survey conducted by accountancy firm KPMG found that 95% of firms were yet to comply with the regulations, however those who fail to do so by next month’s deadline could be fined as much as £500,000.
Digital marketers also oppose the new law with 82% saying it is ‘bad for the web’, according to online analysts Econsultancy.
Econsultancy CEO Ashley Friedlein, whose firm polled 700 marketers on the directive, said most of those questioned were aware of the new law, but felt it lacked focus.
“A surprisingly high percentage of respondents know about the Directive, have read it, read the ICO guidance and done a cookie audit,” said Friedlin.
“Despite this, almost everyone thinks it lacks focus and web users don’t care about cookies and won’t understand the changes.
“The feeling is there is not enough clarity on what cookies are strictly necessary and much less clarity on how to implement consent.”