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EU-bedrijven lopen uit de pas met consumentenzorgen over online tracking

AMSTERDAM, November 15, 2012 /PRNewswire/ --

Nieuw TRUSTe privacy-onderzoek dat vandaag is gepubliceerd laat zien dat bedrijven in heel Europa op grote schaal via 'tracking' het online gedrag van consumenten volgen, dat consumenten zich terdege bewust zijn van deze activiteit en dat ze verwachten dat websites eerst hun toestemming moeten verkrijgen voor het tracken van hun online gedrag. Ondanks de invoering van de EU-cookierichtlijn in mei 2011, vraagt slechts een minderheid van alle bedrijven om toestemming van de gebruikers, voordat ze cookies plaatsen.

De TRUSTe 2012 EU Consumer Privacy Index is de eerste studie die een uitgebreide analyse biedt van actuele consumentenattitudes inzake gegevensprivacy en het praktijkbeleid van ondernemingen in de hele EU. De uitgebreide studie bestreek meer dan 4000 consumenten (online uitgevoerd via een iOmnibus-enquête door Ipsos MORI in Frankrijk, Duitsland, Groot-Brittannië en Nederland) en de 200 top websites (samengesteld op basis van de websitetracker met dieptescan en de cookiecontroletechnologie van TRUSTe om de 50 door Alexa.com in elk van de vier landen als hoogst gerangschikte websites te beoordelen).

De meest in het oog vallende bevindingen zijn:

86% van de respondenten in Nederland waren zich bewust van cookies voor de internetbrowser, vergeleken met 81% in Groot-Brittannië, 78% in Duitsland en 59% in Frankrijk.

De top 50 Franse websites zetten bijna twee keer zo veel cookies van derden (434) uit als Nederlandse websites (237).

71% van de Franse respondenten waren zeer bezorgd over hun online privacy, in vergelijking met 69% in Groot-Brittannië, 62% in Duitsland en 48% in Nederland.

Met betrekking tot de EU-cookie-richtlijn toonde het onderzoek aan:

79% van de Nederlandse respondenten waren ervan op de hoogte dat de cookiewet van de EU vereist dat bedrijven uw toestemming moeten hebben om u online te tracken, in vergelijking met 63% in Groot-Brittannië, 51% in Duitsland en 26% in Frankrijk.

82% van de Duitsers verwachten dat bedrijven voldoen aan de EU-cookierichtlijn, evenals 76% in Groot-Brittannië en 62% in Nederland.

53% van de Franse respondenten verwachten dat bedrijven daaraan voldoen, maar slechts 44% is van plan alleen websites te bezoeken van bedrijven die voldoen aan de EU-cookierichtlijn.

12% van de top 50 Britse websites en 32% van de Nederlandse websites had enige stappen ondernomen om te voldoen aan de richtlijn, via een on-screen pop-up, banner of tab om gebruikers te informeren over cookies op de site. Geen van de top 50 websites in Frankrijk of Duitsland had dat gedaan.

EU Managing Director voor TRUSTe, Danilo Labovic, zegt:

"Dit onderzoek toont aan dat er een aanzienlijke kloof is tussen de verwachtingen van de consument rond online privacy en de ervaring van wat de meeste bedrijven leveren in de praktijk. De gevolgen voor bedrijven als ze in dit opzicht in de fout gaan zijn significant, met 36% in Frankrijk die ervoor kiest de website van een bedrijf niet te bezoeken vanwege bezorgdheid over hun privacy online en 34% in Duitsland die geen smartphone app gebruikt vanwege bezorgdheid over hun online privacy.

In alle vier de landen verwacht gemiddeld 68% dat bedrijven voldoen aan de recente EU-cookierichtlijn en gemiddeld 41% is van plan om alleen websites te bezoeken die dat doen. Het feit dat de top 50 websites in Frankrijk en Duitsland geen actie heeft genomen om bezoekers op hun startpagina te informeren over het gebruik van cookies en tracking op deze sites suggereert dat ze uit de pas lopen met de belangen van hun gebruikers.

Het goede nieuws is dat er maatregelen zijn die bedrijven kunnen nemen om deze problemen aan te pakken. Het onderzoek gaf ook aan dat 62% in Frankrijk, 57% in Duitsland en Groot-Brittannië en 49% in Nederland het eens was dat ze een website meer vertrouwden als ze een certificering of zegel zagen dat wees op privacygoedkeuring door een externe organisatie."

Notities voor redacteuren

TRUSTe is wereldwijd toonaangevend leverancier van privacymanagementoplossingen en biedt een breed pakket van technologieën en certificeringen om bedrijven te helpen vertrouwen op te bouwen en hun online betrekkingen te vergroten. Meer dan 5000 bedrijven, inclusief internationale topmerken als Apple, eBay, LinkedIn en Microsoft vertrouwen op TRUSTe om vertrouwen op te bouwen en evoluerende en complexe privacyuitdagingen aan te pakken. TRUSTe's groene Certified Privacy Seal wordt breed erkend en vertrouwd door miljoenen consumenten in de hele wereld als een teken van verantwoord privacybeleid. Voor meer informatie over TRUSTe kunt u terecht op http://www.truste.eu  

Om het volledige onderzoeksrapport te downloaden en voor meer informatie over de steekproefgrootte en methodologie ga naar http://www.truste.com/eu-compliance-tracking-awareness-index/?lang=nl

Neem voor TRUSTe EU mediavragen contact op met Eleanor Treharne-Jones in The Conversation Co. op +44(0)7811-093648 of e-mail [email protected].

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