Comment & Opinion | by Danny Meadows-Klue | Article published in Nominet News
Cookies are the tools that give websites a sense of memory, allowing them to recognize one user from another. They've swung back into the headlines, enjoying an unwelcome spotlight in the privacy debate. Yet why such a big deal? And why such confusion about their role? Cookies should taste great; for the webmaster, the user and all third parties involved. Value should be clear and their use transparent. Whether it's the ability to unlock access details, controlling the frequency of an online advert (that's probably enabling the viewer to access a site for free), or simply helping the website count its audience, this is all routine in the world of the cookie.
IAB Europe's Chief Privacy Office Barbara Newman explains some of the thinking behind it: "What we set out to do with AllAboutCookies.org is provide a secure starting point for anyone wanting to learn more about these little files and what they do". Newman is no stranger to the privacy debate, having played a key role in the development of the IAB's campaign to save cookies from harsh regulation back in 2001. "The 2003 Privacy in Electronic Communications Directive requires that website publishers inform users about tracking used on the website and provide information about how such tracking can be refused or disabled".
This means that AllAboutCookies.org provides a fast track means to comply with legislation by providing guidance and templates for a cookie and privacy policy; an instant resource that publishers can hyperlink as a means of providing information to users on cookies and cookie management. For consumers AllAboutCookies.org demystifies cookies showing the benefits of cookie tracking as well as how to manage cookies. "By helping consumers feel comfortable with cookie tracking we hope to reduce the rate of cookie deletion", says Newman.
Most sites use them to do anything from counting the number of viewers they have to delivering tailored editorial content. Online they help us shop, use chat services and take part in communities. The advertising that funds many free sites relies on the reporting information delivered by counting cookies, and website editors can use cookies to understand which of their pages are most popular.
Industry leaders are clear of the need for centralised resources, something that reflects the growing up of the medium. Christopher Wagner - European CEO of 24/7 Real Media is clear that developing relationships with government are key to ensure future legislation is on the right track: "In a changing legal landscape it is important that the industry's trade body forms a bridge between government and industry participants, to ensure that legislation is well-informed and implemented in consistent fashion, always focusing on optimising the benefits for the end user."
Companies needing more information, or just some points to link to, should log on to IAB Europe or AllAboutCookies.org
