Shedding light on the new EU Cookies rule: the potential implications for brands and recommended actions.

1. WFA update on the new EU cookies rule Webinar – July 12 th , 2011

2. Quick introductions… Rob Dreblow Any Ung Rangarajan MARKETING

3. Our members

4. Our members

7. Send us your questions

8. Question from poll #1

9. Results from poll #1

10. Quick introductions… Rob Dreblow Any Ung Rangarajan PUBLIC AFFAIRS

12. 1. A LITTLE BIT OF BACKGROUND

13. How comfortable are Europeans with internet profiling? Eurobarometer survey April 2011

15. The chief suspects

16. Transparency? 13 pages in a Word document!

17. And even if you wanted to understand…

18. Question from poll #2

19. Results from poll #2

21. What has changed? Companies can place cookies if the user… Old wording … is provided with clear and comprehensive information and is offered the right to refuse such processing by the data controller. New wording … has given his or her consent, having been provided with clear and comprehensive information.

22. IN OUT What is covered?

23. What does consent mean?

24. Lost in translation Consent / con·sent (kənˈsent) English French German Spanish Italian Dutch Portuguese is only allowed on condition that the subscriber or user concerned has given his or her consen t, having been provided with clear and comprehensive information , n'est permis qu'à condition que l'abonné ou l'utilisateur ait donné son accor d, après avoir reç u, dans le respect de la directive 95/46/CE, une information claire et complète, nur gestattet ist, wenn der betreffende Teilnehmer oder Nutzer auf der Grundlage von klaren und umfassenden Informationen, die er gemäß der Richtlinie 95/46/EG u. a. über die Zwecke der Verarbeitung erhält, seine Einwilligung gegeben hat. a condición de que dicho abonado o usuario haya dado su consentimiento después de que se le haya facilitado información clara y completa, sia consentito unicamente a condizione che l'abbonato o l'utente in questione abbia espresso preliminarmente il proprio consens o, dopo essere stato informato in modo chiaro e completo , alleen is toegestaan op voorwaarde dat de betrokken abonnee of gebruiker toestemming heeft verleend, na te zijn voorzien van duidelijke en volledige informatie só seja permitido se este tiver dado o seu consentimento prévio com base em informações claras e completas ,

25. Worst case Sony is asking your permission to place a cookie on your computer. When you visit Sony ’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services. Most browsers will allow you to erase cookies from your computer hard drive, block acceptance of cookies, or receive a warning before a cookie is stored. For more information please consult our privacy policy here . Do you accept this cookie? YES NO Sony is asking your permission to place a cookie on your computer. When you visit Sony ’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services. Most browsers will allow you to erase cookies from your computer hard drive, block acceptance of cookies, or receive a warning before a cookie is stored. For more information please consult our privacy policy here . Do you accept this cookie? YES NO Sony is asking your permission to place a cookie on your computer. When you visit Sony ’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services. Most browsers will allow you to erase cookies from your computer hard drive, block acceptance of cookies, or receive a warning before a cookie is stored. For more information please consult our privacy policy here . Do you accept this cookie? YES NO Sony is asking your permission to place a cookie on your computer. When you visit Sony ’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services. Most browsers will allow you to erase cookies from your computer hard drive, block acceptance of cookies, or receive a warning before a cookie is stored. For more information please consult our privacy policy here . Do you accept this cookie? YES NO Sony is asking your permission to place a cookie on your computer. When you visit Sony ’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services. Most browsers will allow you to erase cookies from your computer hard drive, block acceptance of cookies, or receive a warning before a cookie is stored. For more information please consult our privacy policy here . Do you accept this cookie? YES NO Sony is asking your permission to place a cookie on your computer. When you visit Sony ’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services. Most browsers will allow you to erase cookies from your computer hard drive, block acceptance of cookies, or receive a warning before a cookie is stored. For more information please consult our privacy policy here . Do you accept this cookie? YES NO Sony is asking your permission to place a cookie on your computer. When you visit Sony ’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services. Most browsers will allow you to erase cookies from your computer hard drive, block acceptance of cookies, or receive a warning before a cookie is stored. For more information please consult our privacy policy here . Do you accept this cookie? YES NO Sony is asking your permission to place a cookie on your computer. When you visit Sony ’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services. Most browsers will allow you to erase cookies from your computer hard drive, block acceptance of cookies, or receive a warning before a cookie is stored. For more information please consult our privacy policy here . Do you accept this cookie? YES NO Sony is asking your permission to place a cookie on your computer. When you visit Sony ’s websites we may use an industry-wide technology called "cookies" which stores certain information on your computer and which will allow us to customize your experience to better match your interests and preferences, or to simply facilitate your signing in to use the services. Most browsers will allow you to erase cookies from your computer hard drive, block acceptance of cookies, or receive a warning before a cookie is stored. For more information please consult our privacy policy here . Do you accept this cookie? YES NO

26. The UK interpretation

27. A taste of its own medicine

28. Does it mean the same thing across Europe? Current opt-in risk in Europe * Map is only intended as guidance for this specific webinar High Medium Low No info

29. What is the industry doing about it?

30. Question from poll #3

31. Results from poll #3

32. 3. WFA RECOMMENDATIONS FOR MARKETERS

33. Don’t put your head in the sand

34. Set up an internal lead

35. Audit your current practice

36. Some pointers

37. Be completely transparent

38. Take it step by step

39. Come and talk to us

41. Q&A

43. Thank you ! Rob Dreblow [email_address] Malte Lohan [email_address]