October 19 2010 - Rotten cookies spoil the fun for everyone
Cookies are an important component of the online experience. They remember account information, user preferences, keep us logged-in to websites, and facilitate online advertising that allows users to experience more relevant advertisements, and have access to content online for "free".
Earlier this year we wrote about behavioral targeting ("BT") in the online advertising industry, which relies extensively on the use of cookies to profile and deliver targeted advertisements to internet users. Our two-part series explained how BT works, looked at regulation in Canada and the U.S., and explored various methods for users to opt out of BT. One of the most commonly cited ways for users to avoid being tracked by cookies is to set browser preferences not to accept third party cookies, or 'tracking cookies', as they are sometimes referred to.
We also noted, however, that there are ways for dishonest advertisers to undermine the ability of users to control the use of cookies through browser settings. This issue of PrivacyScan looks at two methods that have emerged to make it more difficult for users to avoid targeted advertisements, both of which have been brought to light by recent academic research: 1) Flash cookies; and, 2) compact privacy policy errors. Both methods are deceptive, and likely in contravention of data protection legislation in most jurisdictions. There is no question that neither technique should ever be used.
As with all other facets of online advertising, brand owners that do not ask enough questions of their advertising agencies and networks can be unwittingly implicated by the use of questionable advertising techniques. As far as many laws and the media are concerned, ignorance is no excuse for what advertisers may be doing with your brand. This issue of PrivacyScan will help readers understand some of the ways cookies are improperly used, and know what questions to ask in order to ensure that you do not become a 'victim' of such techniques - either as a brand or an internet end user.