UK government adopts EU cookies law

The UK government has endorsed EU regulations forcing online businesses to request explicit consent of users to install cookies on their PCs.

The government added that it will work with browser manufacturers to see if browser settings can be enhanced to meet the requirements of the revised directive.

The regulation changes will come into force on 25 May after which the government has said it will adopt the amended framework exactly as set out. It added that it will not "gold-plate" the regulations by adding any additional measures, to ensure British firms can compete equally with the rest of Europe.

"The changes to the EU Electronic Communications Framework bring our regulatory framework up to date. They will help ensure there is a level playing field across Europe," said communications minister Ed Vaizey.

However, some commentators believe that it is too early to impose the new directive, as the technology needed to enforce the regulation is not mature enough yet.

James Mullock, head of the privacy and data protection practice at law firm Osborne Clarke, said that advertisers and brand owners should welcome the news and that browser settings and icons are considered reliable and a potential way of ensuring compliance.

"But there is also an implicit acknowledgement that the technology is not ready yet. So the pressure is really now on the technology industry to come up with a solution that works online," he said.

"The government is basically buying time, they are desperate to avoid too harsh an implementation of the directive. The fact is they are going to cross-reference with an industry group to try to get the browser route into compliance shape."