The Information Commissioner’s Office (ICO) has warned some popular UK websites that they face enforcement action if they do not make changes to comply with data protection law.

The watchdog said that some websites do not give users fair choices over whether or not to be tracked for personalised advertising using cookies and has written to companies running the UK’s most visited website giving them 30 days to comply with the laws.

The ICO said it has previously issued clear guidelines to companies ensuring that it is easy for users to reject all advertising cookies.

Websites can display adverts, even when users reject cookies, but websites must not tailor these to the person browsing.

The ICO said it will provide an update on this campaign in January, including details of companies that have not complied with its guidance.

“We’ve all been surprised to see adverts online that seem designed specifically for us – an ad for a hotel when you’ve just booked a flight abroad, for instance,” said Stephen Almond ICO executive director of regulatory risk. “Our research shows that many people are concerned about companies using their personal information to target them with ads without their consent.”

He added: “Gambling addicts may be targeted with betting offers based on their browsing record, women may be targeted with distressing baby adverts shortly after miscarriage and someone exploring their sexuality may be presented with ads that disclose their sexual orientation. Many of the biggest websites have got this right. We’re giving companies who haven’t managed that yet a clear choice: make the changes now, or face the consequences."

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