The UK's Office of the Information Commissioner has this month published guidance on the implementation in the United Kingdom of the new Privacy and Electronic Communications Regulations, which address e-mail marketing , cookies, and other privacy issues.
The regulations, set to come into force on December 11, will require businesses to obtain prior consent before sending unsolicited commercial e-mails; will require that internet users are given the opportunity to reject the use of cookies or other online tracking devices; will allow network operators to provide subscription and advertising services based on location and traffic data to their customers provided that subscribers have given their consent; and will increase the rights of UK citizens over whether they are listed in subscriber directories, and if so, what information can be made available.
According to the Office of the Information Commissioner, breaches of these regulations could result in a fine of £5,000, or an unlimited fine in the case of a jury trial.
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