A recent study revealed that there are, on average, 14 tracking mechanisms per web page on the UK's most popular websites, BBC News reports. The TRUSTe study also suggests that a user will typically encounter approximately 140 cookies while visiting one site. Undertaken in March and covering the UK's 50 most popular websites, the study notes that 68 percent of the tracking mechanisms belong to third parties, most of which are advertisers. A TRUSTe representative said, "It's not illegal to do the tracking--the question is whether you are giving consumers enough awareness that it is happening and what you are doing with the data." The UK Information Commissioner's Office is expected to begin enforcing the cookie rule on May 26.
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