The Swedish arm of the European Trade Association of the Digital and Interactive Marketing Industry (IAB) has created a self regulating committee in response to the introduction of the new Swedish law ‘Better Rules for Electronic Communication‘.
The self regulating committee has created a group with members including Adform, Eniro, Google, Microsoft, Specific Media, Trade Doubler, IAB – Sweden, Swedish Chamber of Commerce, RO, Sveriges Annonsörer, Sveriges Mediebyråer, TU, and Sveriges Marknadsförbund/Näringslivets delegation för Marknadsätt (NDM).
The project is lead by Henrik Nilsson, a lawyer, and I strongly recommend reading through the presentation he made at the recent IAB conference in Stockholm a few weeks ago, made around the time the new Swedish law was voted in. It’s in Swedish – and gives a background to the cookie law and the self regulating project.
I work in the Higher Education sector, which is in the not for profit category and is not so well represented in the IAB project- I hope this will change, and I’m happy to say they seem very receptive to getting in other opinions and input. My concern is that limiting the use of cookie based analytics tools, such as Google Analytics, will detrimentally effect the ability for organisations, such as the university I work for, to effectively manage and optimise their digital marketing activities.
To get a quick overview of the fallout from the EU law (allbeit from a mostly UK perspective) use the search ‘EU cookie‘ in twitter. I recommend checking out Brian Clifton‘s post on the impact of this new directive on the use of Google Analytics and this post, by Paul Hatcher, for a good calm overview – though there is a plethora of posts on this subject out there now.