The document discusses the revised EU ePrivacy Directive and its implications. The Directive requires informed consent for cookies and other technologies, replacing previous "notice and opt out" requirements. It impacts all organizations doing business digitally in the EU. While intended to empower consumers, a strict interpretation could detrimentally impact internet advertising, publishing, commerce and consumers. The UK has adopted a pragmatic compliance approach focused on transparency, prominence and context. Businesses should understand the changes, be transparent in communications, prominently display consent options, consider usage context, and join self-regulatory programs.