The Cookie Wars: In Europe, Challenges to Setting Boundaries for Internet Privacy


The cookie wars continue in Europe, with European Union regulators pushing a move to require consumers to “opt in” to online profiling by clicking on icons within ads. According to The New York Times, the regulators feel that by “having consumers opt in, rather than opt out, they will be better protected and informed about what happens with their information.” But website advertising groups contend that an opt in requirement would require a cumbersome layer of pop-up windows, ultimately killing off online ads.

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Elaine Rigoli

Elaine Rigoli is PRIVATE WiFi's manager of digital content strategy.