European Parliament Restricts Cookie Use
Internet cookies are pieces of code that sit in a users internet cache. The cache allows user to quickly reload sites that they have already visited. Cookies enable the internet browser to remember the identity of each user.
These codes travel from a web site to a computer without the user's knowledge. At the same time, internet companies can access a user's information through them.
Cookies make it possible for companies to see what sites the user has visited. They can even get the online citizen’s email address.
The use of internet cookies by companies with an internet presence is now commonplace in today’s information age. After all, cookies allow for a more personalized internet experience.
Privacy concerns focused media attention on cookies early last year. The debate is far from over as marketing companies begin to exploit the information that they collect through cookies.
The future of cookies
The European Parliament has approved a proposal to protect online privacy and stamp out unwanted spam-mail. The EU wants to prevent private information from being exploited by companies interested in selling their products over the internet.
Under current law internet users are protected from receiving unwanted spam-mail. However, it's up to each member state to determine whether the end-user should have the right to opt-in or opt-out of receiving unwanted material via email.
If the user opts in, he or she can request promotional material be sent to his or her email account, as in the case of newsletters. If the user opts out, he or she will receive unsolicted marketing material.
Members of the European Parliament only want web sites to have information that will alow them to identify the user. Any further information on what the user actually does on the internet should only be available after the user’s prior consent.
Parliament also voted to allow companies which obtain email addresses from clients‘ cookies to use them for marketing.
This may have a major impact on IT companies‘ web browser technology and the way in which cookies are used.
Moreover, the vision of a personalized internet experience may never be realized. At the same time, two different versions of browser software may have to made available for the European market allowing for opt-in or opt-out choices.
Not just cookies
Parliament also wants direct marketing by fax, SMS or automated calling systems to be allowed only with prior consent from subscribers. Parliament is also recommending that subscribers have the right to request that their names be removed from printed or electronic directories.
Member States may also restrict the data protection provisions if necessary to safeguard national security, defense, public security, the prevention, investigation or prosecution of criminal offences. However, only if this is appropriate, proportionate and limited in time.