As a UK developer of website analytics systems, Maxsi Ltd and its customers are going to have to learn to live without cookie-based website analytics systems.

The Privacy and Electronic Communications (EC Directive) Regulations 2003 came into force in the UK on 26 May 2011. Although the regulations do allow the use of cookies that are essential to the operation of the website without user consent, the Information Commissioner Office's (ICO) guidelines on the regulations make it quite clear that the use of cookies for web analytics requires positive consent by the user.

John Harrison, CEO of Maxsi explained "Most website analytics systems, including some of ours, use cookies. Although the regulations do allow the use of cookies that are essential to the operation of the website without user consent, the Information Commissioner Office's (ICO) guidelines on the regulations make it quite clear that the use of cookies for website analytics require positive consent from the user."

"We disagree that website analytics are not essential. They are the number one tool in the toolbox to help website managers improve their website performance and shape future development."

"However we don't recommend adding an opt-in for use with cookie-based website analytics as all that happens is that the analytics measure activity not from all the visitors to the website but just from those visitors who opt in. Latest research shows that only one in ten visitors will opt in."

"We recommend website managers move to IP Address and User Agent based website analytics systems. As they don't use cookies they do not need opt-ins from users. The process of adding these systems to a website is the same as for cookie-based systems.”

"Fortunately within our portfolio of website analytics products and services, we have IP Address and User Agent based systems within our eVisit Analyst range."

"For our existing customers the conversion to cookie-free systems will be relatively painless as we will be working closely with them during the changeover. This is one of the many benefits of using a professional website analytics provider such as Maxsi and not relying on free website analytics systems where you are left on your own."

"Website managers who don't currently use our services can also relax as we can help them transfer from their existing website analytics solution to our eVisit Analyst IP Address and User Agent systems."

Notes for Editors

IP Address and User Agent systems such those available in Maxsi's eVisit Analyst range of products are accepted by the Audit Bureau of Circulation for website audit.