UK Web Users Monitored By 14 Tracking Tools
The UK's most popular websites have on average 14 tracking tools which store information about the person who is browsing, a new survey has found.
The findings mean the typical British internet user will encounter up to 140 cookies - data designed to remember things from previous visits to a site - every time they visit a website.
Cookies retain information which can be anything from language preferences to passwords, and whether a person is logged on or not.
The survey, by privacy solutions provider Truste, covered the UK's 50 most visited websites.
On May 26, the UK's Information Commissioner's Office (ICO) will impose an EU directive - also known as the "Cookie Directive" - designed to protect internet users' privacy.
When the legislation comes in to place, website managers must tell people that the cookies are there, explain what they are doing and, most importantly, get people's consent to store a cookie on their computer.
Chris Babel, chief executive of Truste, said: "Clearly more work needs to be done to deliver shorter, more accessible privacy notices that can be easily understood by consumers so that they can make informed choices around their personal information."