Neelie Kroes, Vice-President of the European Commission responsible for the Digital Agenda, European Roundtable on the Benefits of Online Advertising for Consumers Brussels, 17 September 2010. A self-regulatory solution for the new rules on cookies is possible. First and foremost, we need effective transparency. Secondly, we need consent. Third, we need a user-friendly solution, possibly based on browser (or another application) settings. Fourth and finally: effective enforcement. It is essential that any self-regulation system includes clear and simple complaint handling, reliable third-party compliance auditing and effective sanctioning mechanisms. If there is no way to detect breaches and enforce sanctions against those who break the rules, then self-regulation will not only be a fiction, it will be a failure. Besides, a system of reliable third party compliance auditing should be in place.