
Ireland has transposed the new E-Privacy Directive 2009/136/EC. The Directive amends the E-Privacy Directive 2002/58/EC and has attracted much attention due to the new rules it imposes in relation to the use of internet cookies.
The new rules are contained in the European Communities (Electronic Communications Networks and Services)(Privacy and Electronic Communications) Regulations 2011 and took effect from 1 July 2011 (the "New Regulations"). While it is expected that a pragmatic approach will be taken by the Office of the Data Protection Commissioner to enforcement in relation to the new rules on cookies, unlike other jurisdictions, there is no formal compliance grace period in Ireland.
What are 'Cookies'?
The current law
Up to now, the law concerning the use of cookies required internet users to be informed of the use of cookies and to be offered the right to refuse such use. In practice, many websites have complied with this requirement by using their privacy policy to notify people on how they use cookies and giving users the opportunity to 'opt out', by changing their browser preferences. An exception to this opt-out approach exists where the cookie is strictly necessary in order to provide a service explicitly requested by the user.
The new rules
There is no specific reference to "cookies" in the New Regulations. However, Regulation 5 deals with Confidentiality of Communications and in particular prohibits use of "an electronic communications network to store information or to gain access to information already stored in the terminal equipment of a subscriber or user...".
Exceptions
The exceptions, each of which must be met, to this prohibition are:
Where the subscriber or user has given consent; and where clear and comprehensive information is given in accordance with the Data Protection Acts 1988 and 2003 which is prominently displayed, easily accessible and includes, without limitation, information on the purposes for which the information will be processed. Importantly, where information is stored merely to enable transmission of communications across networks or where it is strictly necessary in order to provide a service explicitly requested by the subscriber, then, the new rules don't apply.
The New Regulations require that technical and user friendly means to obtain consent are used. However the Regulations do not specify the technical or operational steps to be taken, the type of consent that is required and when this consent should be obtained.
Guidance
The Office of the Data Protection Commissioner has issued guidance on the Regulations, which confirms that the method of obtaining consent that was acceptable under the previous legislation, relying on existing browser settings, will no longer be sufficient. Browser settings are regarded as having some deficiencies as a method of obtaining consent. For example, some cookies can circumvent browser settings.
Key considerations for companies with websites
In the light of the Data Protection Commissioner's guidance, it will be incumbent on individual companies to carry out their own assessment of their activities from a technical and compliance perspective, to ascertain:
• If their activities fall within the scope of Regulation 5 (3). This is likely to require analysis of the technical operation of their websites and the extent to which they may be facilitating 'cookies' that actually capture personal data through links or other associations with third parties;
• If any of the exceptions apply. For instance, where cookies are essential in order to complete an online purchase transaction, the compliance burden for such website operators may be less than where cookies are intentionally used as part of targeted profiling and marketing of customers/website visitors;
• How to categorise cookies that are to be used, the nature of the consent that will be required and the effective means to obtain that consent. This will present the challenge of balancing the need for website users to have a positive experience on a particular website with the need to comply with the New Regulations. For example, listing specific cookie filenames on websites and providing information on their purpose may become increasingly common;
• Due diligence on existing website terms and conditions and other notices to assess what changes must be made to ensure the obligations contained in Regulation 5(3) are met. It is likely that we will see cookie specific notices and banners on websites that allow users to see the relevant cookies and site data and make informed choices about settings. A good live example can be found at the UK Information Commissioner's website.
Consent
There remains uncertainty in relation to the core issue of consent. For instance, the New Regulations do not specify exactly when the consent should be obtained, whether a single consent will suffice for repeat browsing activity and changing cookies or how explicit the consent needs to be. However, it is clear that the law in Ireland has now shifted in a manner that rules out reliance on a passive approach to consent and more interaction with web users will be required.
Implications
The end result is that companies relying on online interaction with customers will need to be ever more alert to the need for pro-active steps to ensure their legal compliance with these New Regulations. Given the lack of a formal grace period in Ireland (unlike the UK) and the increased financial penalties for non-compliance that have been introduced under the New Regulations, taking steps to post interim notices and other information in relation to steps being taken to comply with the new rules would be prudent, pending implementation of the necessary technical and functional changes to websites.