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.
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