'Implicit consent' opt-ins work well under EU privacy regulations

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London—Companies trying to cope with the European Union's new regulations about behavioral tracking for advertising purposes are having success using the “implicit consent” approach to user opt-ins, according to a report from Web data collection company QuBit Digital. The new rules for digital marketers reaching out to customers in the EU's 27 member countries require explicit permission, or opt-in consent, before companies can track individuals' actions online. QuBit's research found that companies that first inform users of already active cookies, then offer them the option to disable them—a process termed implicit consent—are seeing a 99.7% acceptance rates of cookies. By contrast, those companies using “explicit consent”—asking for tracking opt-ins before activating cookies—receive a “yes” response only 57.2% of the time. QuBit's study was based on an analysis of 500,000 website interactions since the EU rule went into effect May 26.
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