The UK is just starting to enforce EU’s cookie consent law. Visit the FT for the first time in a while and you’ll see: In effect, this law requires consumers to define a Personal API. Consumers carry a trove of data: browsing data, ad click data, friend network data and social sharing data. Web businesses have realized the value of that data ($12B in 2011). This EU law encourages consumers to become aware of the value of this data and manage it.