Magazine article Marketing

EU Heeds IAB Pleas on E-Commerce Directive

Magazine article Marketing

EU Heeds IAB Pleas on E-Commerce Directive

Article excerpt

The Interactive Advertising Bureau (IAB) has been praised by online media owners after winning an important concession in European Union legislation that threatened to strangle the growth of e-commerce.

The EU has accepted a last-minute amendment from the IAB to a directive that would have forced online media owners to gain approval from users each time they launched a cookie, a file that allows companies to track users' behaviour.

Instead, the IAB amendment requires all web sites to carry a page explaining the function and purpose of cookies. The IAB itself has devised a generic explanation to which online media owners can carry a link.

'The amendment puts the onus on web site owners to make clear information readily available on how cookies are used,' said IAB chairman Danny Meadows Klue. 'What will follow is furious lobbying of MEPs who will vote on the amendment.'

The amendment has been approved by the same EU committee that drafted the original bill and will now go through a plenary session and then a vote of all MEPs in the European parliament at the end of next month.

Online media owners have warmly welcomed the committee's decision. …

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