The new browser cookie law in the UK goes into affect on May 26, 2012. It has been a year since the law was put on the books which has given online marketing businesses opportunity to prepare. Most are not prepared for the new law which does not allow cookies to be used without the consent.
Businesses marketing on the Internet in the UK are not ready. According to a poll by the UK DMA, 47% of UK marketers aren’t confident that they’ve met the requirements. The confusion lies in what exactly constitutes “consent” from the consumer.