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November 07, 2012

TRUSTe Analyzes Impact of EU Cookie Directive

The cookies are the essential part of promotion of many online businesses such as news sites and blogs.

TRUSTe, a company in data privacy management solutions, has done an analysis on the impact of EU Cookie Directive on select websites.

This first in-depth analysis depicts that most of the users are choosing to allow the use of third-party advertising cookies, and only a small minority (0.05 percent) are choosing to only allow "Required" or "Functional" cookies.

 These findings show displays that businesses can address the Directive and build more consumer trust through greater transparency of their tracking, without having a negative impact on their website performance.

These analyses have been done on sample of 3.5 million users of 29 different U.K. website implementations from June through September 2012.

Danilo Labovic, MD EMEA for TRUSTe, said in a statement, “At the start of 2012 there was significant concern about the potential impact of the EU Cookie Directive on businesses if consumers opted out of cookies and abandoned websites due to a bad user experience. The good news for website owners is the vast majority of visitors are continuing to allow full "Advertising Cookies" with a minority of visitors choosing to change their default cookie setting and only allow "Required or Functional Cookies" on the websites they visited.”

 “Today's analysis shows that sites with a robust compliance solution are not experiencing significant opt-out rates,” he added, “and at the same time are further building trust with their customers by giving them both notice of the tracking activity and the ability to easily make an informed choice about their tracking preferences.”

TRUSTe has worked with companies like Oracle (News - Alert), publishers such as Forbes and IDG, and consumer brands such as Aldo Shoes, who have all chosen the TRUSTe EU Consent Manager solution to manage compliance and cookie preferences on their websites.

Edited by Braden Becker

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