New laws in the UK governing the use of website cookies go into effect May 26th. These new laws will cause issues for companies practicing marketing automation linking website behavior to an email address. The Information Commissioner’s Office (ICO) in the UK has issued a 9 page document of guidelines about how companies should comply with these new laws. Similar laws are coming to the U.S. and companies engaged in certain marketing automation practices will need to seriously rethink their tactics. Permission-based marketing is real and is here to stay.