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EU Cookie Requirement Snubs Self-Regulation

ONLINE PRIVACY—EU & U.S.

September 2, 2011

USA Today reports that an EU Article 29 Working Party proposal rebuffs self-regulation efforts by the online advertising industry and would likely shrink online ad revenue. The proposal would require online companies to include a check box for Internet users to accept every cookie that marketers and data aggregators place to track them. According to Christopher Wolf of Hogan Lovells, it may effectively "impede business initiatives to advance privacy" by not recognizing and rewarding genuine efforts. But one consumer advocate disagrees, saying, "The Europeans have exactly the right approach" compared to the U.S.    
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