TRUSTe has launched TRUSTed Consent Manager and TRUSTed Ads EU to help deal with the privacy management challenges facing multinational and UK companies conducting business online in Europe. The two solutions will work in conjunction with TRUSTe’s recently announced EU Cookie Audit.
EU Consent Manager helps with the cookie compliance drawn up in the E-Privacy Directive by obtaining informed consent prior to storing or accessing data on a consumer’s computer. Websites adopting the product can use express or implied consent notices, therefore taking into account international regulatory differences.
The second tool, TRUSTed Ads EU, is for any advertisers, publishers or networks that have adopted online behavioural advertising (OBA). It enables compliance as established by the IAB Europe/EASA and its European Self-Regulatory Framework for Online Behavioural Advertising. Featuring the “Forward i” advertising option icon, it aims to tackle favourability and perceptions about behavioural or other ad targeting in the consumer’s eyes.
EU Cookie Audit
Both tools will complement TRUSTe’s EU Cookie Audit product, which provides an overview of the tracking technologies in use on your company’s website. The utility can index the trackers and provide feedback, including whether it’s first- or third-party tracking, the location of the tracker on the website, the organisation generating the tracking and the general intrusiveness of the tracking activities.