"Websites using 14 tracking tools to take our private data, says Truste research"

• Survey reveals how websites take your data 
• British sites using an average of 14 tracking tools 
• Some don't ask for your consent

The research revealed how UK websites are tracking your data. 

BRITISH websites are using an average of 14 tracking tools to store users' private data, according to new research.

Findings published by privacy solutions provider Truste revealed users give away 140 cookies - data designed to remember things from previous visits to a site - while visiting just one website.

They also found 68 per cent of the information is going to a third party, with the remaining data goes to the website owner.

The Truste survey covered the UK's 50 most visited websites and found most sites have yet to introduce a feature asking for users consent. 

The websites that did offered complex policies containing an average of 2299 words - twice as long as the typical Queen's Speech.

Truste found only 16 per cent of the policies published online contained summarised information for consumers to easily digest.

“Clearly more work needs to be done to deliver shorter, more accessible privacy notices that can be easily understood by consumers so that they can make informed choices around their personal information," Chris Babel, chief executive of Truste, said.

The research comes a few weeks before the EU introduces new laws designed to protect internet users' privacy.

On May 26, the UK's Information Commissioner's Office (ICO) will impose an EU directive - also known as the "Cookie 

Directive" - where sites must provide "clear and comprehensive" information about the use of cookies and trackers.

However, a survey published last month by the digital marketing firm, Econsultancy, found that 82 per cent of 700 marketers contacted did not believe the cookie law was a positive development.

"Plain and simple - this will kill online sales," one respondent said.

You can find Truste's top tips on how to protect your personal data here.