The software maker, whose customers include BT, Vodafone and Dixons, has agreed that third party cookies that are tied to advertising should be banned.
BroadVision slammed comments made by the Internet Advertising Bureau that the internet industry would suffer heavy losses if the amendments receive final approval from MEPs.
"It's time the whole business realised that if you have personal data, you must give some value back," said Alan Ranger, marketing director at BroadVision.
"I do not think restrictions on cookies will affect corporates with an online presence at all."
Ranger added that BroadVision does not back a total ban, as user-permitted cookies speed up the navigating experience for web users.
"Cookies are a good thing in some cases... there should be a balance between intrusion and convenience," he said.
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