EC cookie privacy laws threaten UK's digital economy

EC e-privacy laws could damage the UK's digital economy, the Internet Advertising Bureau (IAB) has warned.

Businesses will be required to obtain explicit consent from web users being tracked using cookie text files. The directive will come into force on 25 May 2011, comprising an amendment to the EC's Privacy and Electronic Communications Directive.

Nick Stringer, director at trade body the IAB, says the law will raise significant implementation challenges across Europe. "This new law is potentially detrimental to consumers, business and the UK digital economy," he said.