The issue of Cookies on websites held within the EU will rise in importance in the first half of 2012. Most websites do not have a plan for the deadline of 26 May 2012 and that includes the ICO.
They are yet to advise organisations throughout the UK on how to combat this major issue that has been set in motion without much foresight into the implications.
Yes, companies do track usage of users but most of it is anonymous data. When companies do hold information about users, it tends to improve the user experience by offering personalised content.
It’s just a shame that this sort of innovation didn’t come from the body who are there to enforce the law, especially with just over three months to go, and potential fines of up to £500,ooo.