Cookies Icon Aims To Inform Users
BEHAVIORAL TARGETING—EUMarch 22, 2011
PCWorld reports on Yahoo's introduction of a feature that allows users to opt out of cookies. The icon was unveiled last Friday ahead of a new law that will come into force in the EU on May 25 known as the "Cookie Directive," which will require online companies to obtain explicit consent to track users' Web movements via cookies. Yahoo's mechanism involves an "Ad Choices" icon that users can click to find out what information has been collected about them and modify their preferences on targeted ads. "Businesses like ours depend on the trust of our users," said Justin Weiss, CIPP, Yahoo's director of international privacy and policy.