April 20, 2012
From 26 May 2012 websites operated in the EU will be required to inform their users that they are being tracked with cookies, and to ask users for their consent. There’s much that brands can do to support site architecture changes by reviewing how they relate to their B2B and B2C customers in two areas:
1. Transparency
Businesses using cookies must be completely transparent in how they collect, store and use data.
Make sure your privacy policy is up to date and that you’ve provided information on how to reject or delete cookies. By making it clear you’re using them, what they are being used for and how users can control them, you’ll educate people about how they are essential for personalisation.
2. Responsibility
Data must be used responsibly. There has been very little misuse of cookies by B2C and B2B companies and this must continue.
Businesses must be aware of all cookies utilised within their website – the legislation includes both your own cookies as well as cookies set by a third party. So remember, you are responsible for all cookies on the site and ensuring they comply with the legislation.
Ultimately, when used responsibly and effectively, cookies are an invaluable way of enhancing the user experience and customer satisfaction, as well as providing marketers with a vital tool to improve conversion rates. Transparent and responsible use of such data will safeguard these benefits for both parties.
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