Will users opt-in to analytics cookies? Initial results show: “No!”

Will users opt-in to analytics cookies? Initial results show: “No!”

In order to demonstrate a model implementation for opt-in cookies under the Amendments to the EU Telecom Directive, the UK Information Commissioner’s Office (ICO) implemented an opt-in for the use of an analytics cookie. The “above the banner” opt-in request can be seen here, and at the links here and here you can see the results of its implementation in visuals.

So what happened? Tracked traffic to the site fell by a staggering 90%! Leading web analytics expert, Vicky Brock (@brockyvick) made a Freedom of Information (FOI) request to obtain the traffic to the ICO site measured using the Google Analytics tool. The results are what is shown in graphics linked to above (on Vicky Brock’s Flikr).

Though these numbers are only an initial look at the effects of implementing the cookie amendments to the Telcom Directive, they make it clear that interpreting the law expansively will be impractical. Although some companies may figure out how to do better at enticing consumers to consent to analytics, the negative effect on a Web site’s ability to track basic information about how a site is being used will clearly be dramatically affected.

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Privacy Calendar

Jul
24
Thu
9:30 am The Federal Trade commission and Its Section 5 Authority: Prosecutor, Judge, and Jury @ Rayburn House Office Building, Room 2154
The Federal Trade commission and… @ Rayburn House Office Building, Room 2154
Jul 24 @ 9:30 am – 11:00 am
The House Oversight and Government Reform Committee will be holding a hearing on the Federal Trade Commission and its Section 5 authority.
Sep
15
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all-day Big Data: A Tool for Inclusion or Exclusion? @ Constitution Center
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Sep 15 all-day
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Sep
17
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all-day IAPP Privacy Academy and CSA Congress 2014 @ San Jose Convention Center
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Sep 17 – Sep 19 all-day
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Oct
21
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6:00 pm Consumer Action’s 43rd Annual Awards Reception @ Google
Consumer Action’s 43rd Annual Aw… @ Google
Oct 21 @ 6:00 pm – 8:00 pm
To mark its 43rd anniversary, Consumer Action’s Annual Awards Reception on October 21, 2014, will celebrate the theme of “Train the Trainer.” Through the power of [...]
Jan
28
Wed
all-day Data Privacy Day
Data Privacy Day
Jan 28 all-day
“Data Privacy Day began in the United States and Canada in January 2008, as an extension of the Data Protection Day celebration in Europe. The [...]

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