Goode | Creative marketing services - Reading, Oxford, Bristol and Salisbury, Wiltshire

EU Cookie Law

sam.hastings@goode.co.uk — Thu, 10 May 2012 12:02:26 +0000

The UK government has updated the Privacy and Electronic Communications Regulations in response to the EU Privacy Directive, and has given websites until May 26th 2012 to comply.

The Information Commissioners Office (ICO) is the body responsible for enforcing the UK law, with powers to fine website owners up to £500,000 for serious breaches in the law.

This is what the law requires:

a person shall not store or gain access to information stored, in the terminal equipment of a subscriber or user unless the requirements of paragraph (2) are met.

(2) The requirements are that the subscriber or user of that terminal equipment-

(a) is provided with clear and comprehensive information about the purposes of the storage of, or access to, that information; and

(b) has given his or her consent.

Regulation 6 of the Privacy and Electronic Communications Regulations 2003 (PECR)

In simple terms, the law states that visitors must be given the option to ‘opt-out’ of tracking-by-Cookie. Currently this is typically covered by wording in the website privacy policy. When the new law comes into effect, website owners will only be able to use cookies with the consent of their users.

What Cookies does my website use?

All websites use different cookies for different purposes. If you have an ecommerce website, your website will use Cookies to remember what has been saved in the shopping basket. Some websites use Cookies to remember users’ preferences so that when they return to the website they are served content specific to them.

The ICO have grouped Cookies based on their intrusiveness. Despite grouping them into different categories, all cookies (with the exception of those ranked Zero) are covered by the Cookie Law. The following categories of intrusiveness are used:

Intrusiveness Level: Zero
Any Cookies that have the sole purpose of making the website work. They will always be first party (issued by your website itself as opposed to a third party vendor), and, for the most part, ‘session cookies’. They would usually be used solely to enable site navigation: for example, maintaining a persistent user session across pages. They are cookies that would fall under the ‘strictly necessary’ exemption for consent in the regulations.

Intrusiveness Level: Low
These are cookies that are designed to enhance the core user experience on the site, or to help with measuring site performance. Cookies for text size or colour preferences would be a good example of this. Traffic analysis cookies (such as Google Analytics or Goode Connect, which are used to track website visitors), provided that they are first party cookies and the data is not otherwise shared, would also fall into this category.

Intrusiveness Level: Medium
These are cookies that might be used to store more personally identifiable information, or can be used for tracking activity across a number of sites (‘cross-site tracking’). This category would also include first party cookies that track or control the user experience within a site in a way that might not be obvious to the user or under their control. A cookie that enables a website to present content based on previous visits by that user or based on personal information would be a good example.

Intrusiveness Level: High
These are cookies that track and record visitor interests, without any kind of prior consent, and aggregate this data across sites for the benefit of third parties. This would include all types of cookies served by online advertising providers and also cookies set through the provision of embedded content that is not directly advertising related. Embedded YouTube videos or Google Maps set and retrieve cookies which could be used to track users across sites, even if they are not used to serve adverts. The vast majority of Third Party cookies would fall into this category.

The most common types of Cookies are those used by Google Analytics and Google Adwords. In most cases the Cookies used by Google are classed as having a low intrusive level but are still covered by the Cookie Law.

How will the new law impact my website?

The majority of website users are unaware of the different types of Cookies and there is a widespread perception that all Cookies are intrusive. We believe that this will result in around 60-80% of Internet users choosing to ‘opt out’ of allowing websites to use Cookies.

This will result in a perceived sharp drop in website traffic through analytics platforms and a lack of visibility across all digital marketing campaigns. This will make it increasingly hard for you to judge what is and is not working with regards to your online activities. When the ICO asked users whether they wanted to opt in or out, they saw a 90% drop in website traffic. Click here to read more on the ICO’s drop in site traffic.

What are Goode Communications doing to ensure that my website is compliant?

Our primary concern is that removal of Analytics cookies will result in a lack of visibility of website traffic and reduce the perceived effectiveness of all digital campaigns. The Cookie Law has already been postponed once (in May 2011 it was postponed for one year) by the UK government, and during this time little has been done to resolve the issue.

We have amended the Goode Communications website to demonstrate how compliance can be integrated into websites without reducing the aesthetics of a site. No Cookies will be placed on the users computer until they have opted in.

If the law becomes effective (as it has already been postponed once, there is no guarantee that it will), we believe that the ICO will firstly target websites that use Cookies that are intrusive in nature. These are Cookies that are mainly intended to track and record visitors’ interests and to aggregate that data across sites for the benefit of third parties. Websites that simply use Google Analytics and Adwords will not be the primary focus of the ICO and are therefore unlikely to be penalised.

Despite the low likelihood of penalisation, we believe that all websites need to demonstrate an intention of compliance until the full impact of the Cookie Law becomes clear. In order to demonstrate intention of compliance, a website should conduct a Cookie Audit in order to identify all Cookies that are used on their website and their function. Any Cookies that are deemed intrusive in nature can then be removed and digital marketing activities adjusted accordingly.

We have provided you with a link to the guidance document from the ICO. This will explain in greater detail the Cookie law and the impact that it will have. To download the document, please click here.

Prior to the launch of the Cookie law on the 26th May 2012, we will contact you to discuss conducting a Cookie Audit. In the meantime, if you have any questions regarding the Cookie Law, please get in touch with us.

comparetheware.com appoints Goode to drive launch of new IT search portal

claire.silvester@goode.co.uk — Mon, 23 Apr 2012 11:59:55 +0000

comparetheware.com, the new web-based IT search portal, has chosen Goode to help launch the service using an integrated campaign that includes a PR, media and social media strategy.

Goode will implement a PR and media plan to create awareness of the new service and highlight the benefits the new search portal brings. Along with this, Goode will look to develop a significant online presence for the brand using a structured social media strategy.

comparetheware.com

Goode International merges with T&T Advertising to form new creative communications agency

admin — Mon, 07 Nov 2011 11:21:20 +0000

http://www.goode.co.uk/justgotbetter

Goode launches Broadway Malyan China

admin — Thu, 03 Nov 2011 08:01:53 +0000

Following the international success of broadwaymalyan.com, we have just completed a further round of development to help Broadway Malyan roll out their Chinese website. The site is in mandarin and is aimed at APAC markets, established to affirm Broadway Malyan’s growing strength in Asia.
http://china.broadwaymalyan.com

Goode brings visionary CEO to the small screen

claire.silvester@goode.co.uk — Thu, 06 Oct 2011 14:29:06 +0000

Recognising the inspirational qualities of Centrix Software’s CEO, Lisa Hammond, Goode created two videos that capture her vision for the company and demonstrate her hands–on approach to working within it. In the videos Lisa shares her thoughts on Centrix Software’s product suite and highlights the problems the company is now solving for organisations looking to implement desktop transformation.

www.centrixsoftware.com/about-us
www.centrixsoftware.com/what-is-workspace/product-innovation

Website re-fresh leads to 245% increase in traffic for Centrix Software

claire.silvester@goode.co.uk — Fri, 30 Sep 2011 17:23:17 +0000

Following the success of an initial website redesign last year for Centrix Software, Goode has completed a second phase of development which has resulted in an increase in website traffic by 245%. Whilst phase one saw Goode re-image and re-position the company’s product offering, phase two has been targeted towards content marketing and increasing engagement on the website. Goode updated and modernised the site and has since released a stream of content including videos, white papers, and case studies.

Since the rollout of phase two Centrix Software has also seen a 102% increase in page views.

www.centrixsoftware.com

Goode starts new academic year with Amersham & Wycombe College

claire.silvester@goode.co.uk — Wed, 21 Sep 2011 11:24:09 +0000

Following the creation earlier this year of ‘Achieve Wonders’, the new brand and strap line for Amersham & Wycombe College, Goode was commissioned to design a corporate work-based training skills directory. It had to stand out against recognised brands including the Chartered Institute of Marketing and Reed as well as being easy to use by potential students and employers.

Goode bring our brand alive and use their wealth of private sector experience to sharpen the presentation of our private and public sector remit. Reception from our customer base has been very positive and has helped with the marketing and take-up of 2011’s new courses.

Head of Marketing Communications, Amersham & Wycombe College

Goode develops videos to promote the benefits of analytics and intelligence software

claire.silvester@goode.co.uk — Wed, 21 Sep 2011 11:23:36 +0000

Goode has completed a project to create a new way to help audiences quickly understand the business benefits of Centrix WorkSpace iQ, the analytics and intelligence tool for end-user computing. Goode brought the software to life with nine video shorts, which break down the unique features and key benefits of WorkSpace iQ. The videos were posted on Centrix Software’s website and YouTube channel and received over 250 hits in the first three weeks.

www.centrixsoftware.com/products/how-does-it-work

Clients recognised for Channel excellence

claire.silvester@goode.co.uk — Wed, 21 Sep 2011 11:11:12 +0000

Congratulations and Good Luck with the final round of judging to our clients RES Software and COMPUTERLINKS who have been shortlisted for the CRN Channel Awards 2011.

www.events.channelweb.co.uk/awards

Goode appointed by Panduit to build momentum for their data centre management and networking solutions

claire.silvester@goode.co.uk — Wed, 21 Sep 2011 11:06:10 +0000

Physical IT infrastructure company Panduit has chosen to work with Goode to raise awareness of its innovative data centre management technology. Over the next three months, Goode will be developing and implementing a content and media programme for the company that includes placing contributed articles, strengthening media relations and developing customer case studies.

Goode will also be co-ordinating the activities of other EMEA agencies working on the campaign.