Only just caught up with this from November:
“European Union digital privacy rules came into force Friday requiring companies to get consent before sending e-mail, tracking personal data on Web sites or pinpointing callers’ locations via satellite-linked mobile telephones. ” Full Article
Having to ask every person who lands on your site if it’s ok to set cookies would be tedious. And if they say ‘no’, you can’t then do what would be standard practice to remember a preference – set a cookie! So they’ll be asked everytime they come to your site – a never ending circle.