The new regulations around cookies came into force in May, however the Government has offered companies a ‘grace period’ of around a year to get their houses in order.

The Drum understands however that the Information Commissioner’s office is concerned that companies are largely ignoring the new online restriction involving the data they acquired.

The regulation changes came into force at the end of May this year, although the Government has installed a one-year ‘grace period’ in order to allow companies to get their houses ‘in-order’. This is expected to expire in May, following which it will take proceedings against any company that fails to meet the new requirements.

In response, a spokesperson for the Information Commissioner’s Office, commented: “The key point here is that UK website owners cannot simply ignore the new rules. If the ICO were to receive a complaint about a website, we would expect an organisation’s response to set out how they have been working towards achieving compliance.

“It’s in everyone’s interest – including consumers – that businesses work towards putting the best solutions in place. It wouldn’t fit with the principles of good regulation to enforce a new law straight away when we already know it will take time to develop solutions. That’s why we’ve given organisations and businesses a 12 month lead in period to help give them time to work out ways to gain consent.”

Recent research carried out by the Direct Marketing Association revealed that while 90% of UK adults had heard of cookies, only 21% understood how they worked.