London, Apr 19: Every page of Britain’s favourite websites has at least 14 tracking tools or cookies to monitor and store users’ data, a new research has revealed.
The findings, published by Truste, a privacy solutions provider, reveals that a regular British Internet user typically comes across about 140 cookies while on a single website.
According to the research, 68 percent of which are from third parties with the remaining trackers having been deployed by the website owner, The Telegraph reports.
The Truste research, which conducted an in-depth analysis of the privacy policies and tracking activities on the top 50 UK websites, emerged 40 days before new tighter rules around cookie use come into practice in the UK.
On May 26, the UK Information Commissioner’s Office will initiate a new European directive around cookie use, expressly created to give Internet users’ greater privacy.
Organisations and businesses that run websites will be required to get consent from users to access or store their information via digital cookies that save users’ preferences or payment details.