MarketingWeek reports on questions that remain about how the EU will implement its directive on cookies. The online privacy directive, requiring Web users to give consent for cookies to be placed on their browsers, comes into force 25 May. But, it is not yet known whether explicit permission will be needed for every new cookie or can be obtained in a way that extends more broadly. For now, companies are taking varied approaches. Yahoo recently introduced its AdChoices scheme, which allows users to control targeted ads served to them. Other Web sites have turned to TRUSTe to certify they meet privacy protocols.
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