Should B2B brands in Europe remove cookies from their websites?

Recently I was involved in a discussion with some international agencies in Carton Donofrio Partner's partner network. The debate revolved around whether B2B brands should go out and remove all of the cookies from their websites to adhere to the EU's new ePrivacy Directive. To me, the answer was clear - removing cookies was simply not an option.

To deliver the dynamic, sophisticated websites that B2B visitors want - cookies are not a luxury, they are a necessity.  They help sites behave in a more application-like way, enable them to "learn" and anticipate visitor needs based on how they browse (allowing the site to deliver more relevant content and functionality), and they give valuable feedback that allows developers to refine the overall experience and improve website utility for everyone.

Unless you have a small, static web presence, removing all cookies is simply not viable.  Just ask British Airways. To comply, they prominently link to their cookie policy on their global landing page with a clear policy explanation and a big red button that allows visitors to remove cookies.  Right next to it is a little notice:  "Please be aware that if you decline the use of cookies set by British Airways on ba.com you will be unable to use the site."   They offer opt-in with a very big caveat.

Don't get me wrong, I'm not advocating ignoring the regulation.  I think B2B brands based in Europe need to make sure their web and legal teams are up to speed on the legislation and are taking the appropriate steps to comply. But before dramatically altering the functionality and effectiveness of your site by removing cookies - understand the laws and evaluate all of your options.