#ico uk

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[omalleyprivacy]

UK ICO: Fingerprinting and other cookie alternatives remain subject to the ePrivacy Directive and require the same levels of transparency and consent.

The watchdog confirmed that businesses using the new technologies would be required to comply with UK data protection and privacy rules, even if the new technologies can facilitate tracking without storing or accessing data from individuals' computers or other devices.

“We are aware of these developments and can confirm that the use of any technology to track individuals online carries clear privacy concerns and would be required to comply with all relevant aspects of the Data Protection Act and the Privacy and Electronic Communications Regulations," an ICO spokesperson said. "For consent to be valid in the context of either piece of legislation companies must, first and foremost, be open and upfront with their consumers by explaining how their information is being used, as well as giving users a clear choice as to the options available to them."