As we all know, the EU enacted a law in May 2012 which aimed to enforce greater control and transparency in the use of cookies. At its heart, it sought to stop advertisers in general (and Google in particular) from tracking our browser histories.

However – as is often the way with such law – it actually worked out rather differently. Most website builders simply complied with the law by adding an annoying “do you accept cookies?” message, the only effect of which was to damage the user experience*.

In other words, the only consequence of the EU directive was to force a whole industry to make websites less pleasant places to visit.

And what does Google do?

They stop using cookies.

We may not like monopolists like Google, but they’re certainly smarter, quicker and more flexible than lawmakers or bureaucrats will ever be.


*People read the small print about cookies that’s attached to these messages about as often as they read the terms and conditions for a new piece of software, i.e. never.

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