Cookies? Tasty or tart?

With the April 11th deadline for EU members to enshrine The Citizens' Rights Directive (2009/136/EC) into their own legislation rapidly approaching, the UK Government is dragging its feet once again.

It is an accepted fact that each Euro member state interprets the central legislation in their own way however, the somewhat protectionist position being taken by both UK Parliament and the ICO is in my view counter productive to relationships with consumers. Only slightly regulated compared to the telecom or postal sector, digital is hurtling at light speed into an abyss of consumer resentment that could ultimately contribute to its undoing.

The alternative would be for the government to embrace this legislative change so that consumer’s browsers and computers are not intruded upon without their consent. While I understand and appreciate the business need for cookies and that the consumer has a better web journey because of cookies, it doesn’t negate the need or importance of consumer choice in the whole equation.

Of course, there were (and still are) many arguments for carpet bombing households with needless door drops, but ultimately good direct marketing whether it be terrestrial or digital is still about giving consumers a choice and then delivering what they want - when they want it - how they want it.

Unless we accept that a digital free-for-all is no good for anyone in the long run, then the future looks bleak for those investing in digital marketing communications and I for one dread the day that OUR choices are made for us.