Who’s doing it: Every company with a user in the EU or the UK will eventually have to implement the measures, but at present only two EU members, Denmark and Estonia, have implemented controls to enforce the EU directives besides the UK’s efforts. The EU and the UK are presently working with all major browser manufacturers to create browser-level solutions for privacy. Some American companies, such as Truste and AdSafe, are creating products for EU-compliance.
Assessment: The cookie-use evaluation process is only half the battle, as American companies will also have to contend with further EU legislation meant to limit data storage practices globally, on mobile and online. “Businesses may want to check their sites to work out where they are using cookies and what those cookies are doing,” wrote attorney Johnathan Armstrong, of Duane Morris, a firm specializing in technology law. “They may want to stop using unnecessary cookies, especially those sending data to third parties. Businesses may then work on ways of telling visitors to their sites what is happening to their data. Given that the law is in a state of uncertainty, transparency should be the guiding principle of any business in its online activities.”