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Emediate 16.11.2010

• Cookies - what’s next?


• Morten Helveg Petersen, FDIM
Presentation Morten Helveg Fdim
Presentation Morten Helveg Fdim
Presentation Morten Helveg Fdim
Yesterdays news...
                     WSJ
 BBC
Business
                          Justice          Science
        EU                      Nat. Gov’ts
             Parliament
Commission                   Nat. Parliaments

        DPA         IAB
                               Consumers
                                 Int.
                                      Nat.
    WP29

                  Nat. IABs
EU-dir ective 2002/ 58

The wording of the final draft of Article 5(3) provides that:
“Member States shall ensure that the storing of information, or the
gaining of access to information already stored, in the terminal
equipment of a subscriber or user is only allowed on condition that
the subscriber or user concerned has given his or her consent,
having been provided with clear and comprehensive information, in
accordance with Directive 95/46/EC, inter alia, about the purposes
of the processing. This shall not prevent any technical storage or
access for the sole purpose of carrying out the transmission of a
communication over an electronic communications network, or as
strictly necessary in order for the provider of an information society
service explicitly requested by the subscriber or user to provide the
service.”
But how to implement?

Opt-out via browser-settings?

          Opt-in?
Press Release
Communiqué de presse
Mitteilung für die Presse

                                         Brussels, 24 June 2010


ARTICLE 29 DATA PROTECTION WORKING PARTY

Opt-out is not sufficient


European Data Protection Authorities clarify EU rules on
online behavioural advertising

The European Data Protection Authorities (the Article 29 Data
Protection Working Party) today published an Opinion clarifying
how EU rules apply to online behavioural advertising.
(http://ec.europa.eu/justice_home/fsj/privacy/docs/wpdocs/2010
/wp171_en.pdf)
COCOM Working Document COCOM10-34
                            25.10.2010



Problem: no real guidance

The document does not provide any real support to the national governments on how to
implement the law

- misses out on business arguments: it does not frame the debate from a business point, i.e.
the potential damage of a wrongful implementation to Europe’s digital uptake;

- misses the role of browser
Presentation Morten Helveg Fdim
...lot’s of hard work ahead...
Key Points and Arguments:

Cookies have a bad reputation and it will be important to
emphasise the positive aspects of cookies. Cookies are the most
user-friendly way of storing information:

- cookies are harmless, they cannot be used for malicious actions
(e.g. install malware or viruses);

- they are stored locally on a user PC, not centrally at a company
level;

- therefore cookies can be easily deleted by the user;

- they can be easily managed by the user to a high degree through
the browser settings (and other settings manager tools for LSOs /
„flash cookies‟);
IAB Europe
Consumers driving the digital uptake

September 2010


Study by McKinsey for IAB:

Value of free services: 40€ per household...
Case: IAB UK



www.youronlinechoices.com
Presentation Morten Helveg Fdim
To sum up: Challenges for the industry


-   demystify

-   explain

-   take responsibility – self-regulation
Presentation Morten Helveg Fdim
Thank You!

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Presentation Morten Helveg Fdim

  • 1. Emediate 16.11.2010 • Cookies - what’s next? • Morten Helveg Petersen, FDIM
  • 6. Business Justice Science EU Nat. Gov’ts Parliament Commission Nat. Parliaments DPA IAB Consumers Int. Nat. WP29 Nat. IABs
  • 7. EU-dir ective 2002/ 58 The wording of the final draft of Article 5(3) provides that: “Member States shall ensure that the storing of information, or the gaining of access to information already stored, in the terminal equipment of a subscriber or user is only allowed on condition that the subscriber or user concerned has given his or her consent, having been provided with clear and comprehensive information, in accordance with Directive 95/46/EC, inter alia, about the purposes of the processing. This shall not prevent any technical storage or access for the sole purpose of carrying out the transmission of a communication over an electronic communications network, or as strictly necessary in order for the provider of an information society service explicitly requested by the subscriber or user to provide the service.”
  • 8. But how to implement? Opt-out via browser-settings? Opt-in?
  • 9. Press Release Communiqué de presse Mitteilung für die Presse Brussels, 24 June 2010 ARTICLE 29 DATA PROTECTION WORKING PARTY Opt-out is not sufficient European Data Protection Authorities clarify EU rules on online behavioural advertising The European Data Protection Authorities (the Article 29 Data Protection Working Party) today published an Opinion clarifying how EU rules apply to online behavioural advertising. (http://ec.europa.eu/justice_home/fsj/privacy/docs/wpdocs/2010 /wp171_en.pdf)
  • 10. COCOM Working Document COCOM10-34 25.10.2010 Problem: no real guidance The document does not provide any real support to the national governments on how to implement the law - misses out on business arguments: it does not frame the debate from a business point, i.e. the potential damage of a wrongful implementation to Europe’s digital uptake; - misses the role of browser
  • 12. ...lot’s of hard work ahead...
  • 13. Key Points and Arguments: Cookies have a bad reputation and it will be important to emphasise the positive aspects of cookies. Cookies are the most user-friendly way of storing information: - cookies are harmless, they cannot be used for malicious actions (e.g. install malware or viruses); - they are stored locally on a user PC, not centrally at a company level; - therefore cookies can be easily deleted by the user; - they can be easily managed by the user to a high degree through the browser settings (and other settings manager tools for LSOs / „flash cookies‟);
  • 14. IAB Europe Consumers driving the digital uptake September 2010 Study by McKinsey for IAB: Value of free services: 40€ per household...
  • 17. To sum up: Challenges for the industry - demystify - explain - take responsibility – self-regulation