The EU’s Privacy and Electronic Communications Directive comes into force on 25 May 2011, although it’s not clear exactly when the law will be fully implemented in the UK. When it is, companies that put a cookie on a consumer’s PC in order to create targeted online advertising will need to get the consent of the consumer first.

The online advertising industry has responded by introducing a privacy icon (above), currently being tested on a  small number of websites. The icon will appear on all advertisements that have been delivered via the use of cookies. Consumers clicking on the icon will be told that they are not personally identifiable and that  targeted advertising helps to keep content free. It is hoped that this will reassure consumers, but debate continues as to whether and how the icon will ultimately be implemented across all websites.