Govt supports light touch approach

In an open letter on the UK implementation of Article 5.3 of the revised ePrivacy Directive, Vaizey clarifies that the new law means that "informed consent" is required for the storing of information (using cookies and the like) and this can be achieved in a number of different ways.

Vaizey also re-iterates UK Government support for the behavioural advertising self-regulatory work, stating "the UK has led the debate on the implementation of Article 5(3) in Europe and throughout the implementation process has championed a proportionate and pragmatic approach to this challenging provision."

A full copy of the letter can be found here: http://bit.ly/iPALJE

The letter has been published in full consultation with the Information Commissioner's Office (ICO), who will enforce the new law, and goes on to explain in more detail what the Government means by a "light touch" approach, stating: "We do not think there is any rationale for Government to specify the technical measures needed to obtain consent. We have made clear that it is industry that is best placed to develop technical solutions that meet the requirements of the Directive."

Nick Stringer, IAB director of regulatory affairs, comments: “The IAB welcomes the UK Government’s intention for a light touch and business friendly implementation of the new law based upon informed consent. We are implementing a pan-European self-regulatory Framework for behavioural advertising to enhance transparency and control for internet users.

"This approach has the full support of the UK Government. We are also advising businesses on the broader impact of the new law and will continue to work with the Government and the Information Commissioner’s Office to ensure a practical implementation for users and businesses operating online and on mobile.”

The IAB will be providing guidance to businesses on the new law in due course.