Dutch MPs say: ‘Cookie law’ is not the end of the world for free websites

Last week’s developments in Dutch Parliament, where the Telecommunications Act was amended to include a provision that demands unambiguous consent from internet users to install certain cookies, have sparked intense debate in Dutch media and politics. Major advertisers, (news) media and publishers predict the negative effectes of the proposed changes of the law will be unprecedented.

Critics warn that user friendliness of websites will deteriorate dramatically as dozens of online pop-ups appear on screen and have to be clicked away, as a consequence of the new ‘cookie law’. Hence, websites will become less attractive to advertisers. Without advertising revenue, most news and entertainment web sites will not survive. There articles, photos and videos will simply not generate enough income to maintain the production of quality products. According to the media and advertising companies, it is therefore obvious that consumers will have to start paying (more) for online content.

Although the stricter regime will not apply to all cookies, the Dutch legislation goes well beyond current EU directives - which prescribe users to indicate their wishes, but not explicitly demands their consent in advance. "The new law does not mean that cookies need separate permission for each and every site. We ask the consumer to specify what they allowed and what not," says Jhim van Bemmel, MP for the populist party (PVV) and co-sponsor of the amendment. "Users can indicate what they allow each advertiser or  publisher to do, regardless of the websites involved. We should not pretend Holland has an endless amount of publishers or advertisers, this effect will be limited for the end user,” Van Bemmel said. "Moreover, I can not imagine people being specific about which  advertiser is allowed to track them and which one isn’t.”

Populist MPs acknowledge publishers’ fear that internet users will all click ‘No’ if their browser asks for permission to install cookies, which will result in massive revenue loss. "If that really happens, we must ask ourselves whether the business model of these companies is feasible. That is a completely different discussion." Apparently, PVV is of the opinion that this part of the discussion is not about a government responsibility. However, politicians have seriously considered this scenario. After the above criticism  had been expressed, the bill was modified and now includes a passage stating that the userfriendliness of websites should not be hampered by the consent requirement.

According to the news and advertising companies, the additional authorisation is technically difficult to reconcile with convenience. "The industry is pointing to the technical aspect, but I assume that they are creative enough to find a solution that secures their income." said Jhim van Bemmel of the PVV. MPs will now invite businesses to write an alternative proposal. More consultation with the concerned sectors will prevent undesirable situations. "Consent can be given both individually and collectively and at the level of the advertiser, not necessarily per website. So we offer plenty of space and freedom to come up with proposals that take into account the convenience of the internet user, "said D66.

Source:  Nu.nl