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Cookies and similar technologies are essential for the functionality of our services, allowing for actions such as setting preferences and logging in. While users can manage their cookie settings, blocking necessary cookies may hinder site performance. Additionally, we may use personal information for targeted advertising, which could involve sharing with third parties. Users can opt out of these practices via specific toggles or opt-out forms but should note that these choices are specific to each digital property and may need to be repeated across different browsers or devices.

Last updated: 14 October 2023 (BST)

What’s happening now

Currently, there is a heightened focus on online privacy, particularly regarding how personal data is collected, used, and shared by digital platforms. Recent legislative changes in the UK and globally have influenced how companies must handle cookies and targeted advertising. As consumers become more aware of their rights, businesses are adapting their policies to ensure compliance with these laws while still aiming to deliver personalised experiences.

Key takeaways

• Necessary cookies enable essential website functions like logging in and setting preferences.
• Users can opt out of targeted advertising and data sharing, but this is specific to each platform.
• Clearing cookies or using different devices requires re-establishing opt-out preferences.

Timeline: how we got here

The conversation around privacy and data protection has evolved rapidly in recent years. Here are some significant milestones:

• May 2018: The General Data Protection Regulation (GDPR) comes into effect, strengthening data privacy laws across Europe.
• 2020: The UK introduces its own data protection regulations post-Brexit, aligning closely with GDPR principles.
• 2021: Increased scrutiny on cookie usage and targeted advertising practices by regulatory bodies.
• October 2023: Continued focus on universal opt-out tools, such as Global Privacy Control (GPC), to streamline user preferences.

What’s new vs what’s known

New today/this week

Recent developments include businesses refining their cookie consent banners and opt-out processes to comply with the latest regulations. Some companies are now offering clearer options for users to manage their data preferences more intuitively.

What was already established

Businesses have long been required to inform users about the use of cookies and their rights concerning personal data. However, many have struggled to implement these regulations effectively, leading to ongoing discussions about best practices in user consent and privacy management.

Impact for the UK

Consumers and households

For UK consumers, the implications of cookie management are significant. Users can expect greater transparency regarding how their data is used, particularly in targeted advertising. This shift aims to enhance user trust and control over personal information, although it may also lead to less personalised online experiences as advertisers adjust their strategies.

Businesses and jobs

Businesses must invest in compliance measures to adhere to data protection laws, which may lead to increased operational costs. However, this also opens opportunities for new roles in data privacy and compliance management, as companies seek to navigate the complex landscape of consumer rights and expectations.

Policy and regulation

The UK government continues to refine its data protection framework, with ongoing consultations regarding how best to balance user privacy with the needs of businesses. Upcoming regulations may further clarify the responsibilities of companies regarding cookies and targeted advertising.

Numbers that matter

• 79%: Percentage of UK consumers concerned about how their personal data is used online.
• 30%: Increase in companies offering clearer cookie consent options since 2021.
• 50: Number of data privacy-related complaints received by the Information Commissioner's Office (ICO) in 2022.

Definitions and jargon buster

• Cookies: Small text files stored on a user's device that track information about their online activity.
• GDPR: General Data Protection Regulation, a comprehensive data protection law in the EU.
• GPC: Global Privacy Control, a tool that allows users to communicate their privacy preferences to websites automatically.

How to think about the next steps

Near term (0–4 weeks)

In the coming weeks, users should review their cookie settings on various platforms and consider opting out of targeted advertising where applicable. Awareness of privacy rights is crucial as regulations evolve.

Medium term (1–6 months)

Over the next few months, businesses will likely continue to adjust their practices in response to consumer feedback and regulatory changes. Users can expect ongoing improvements in transparency and user control over personal data.

Signals to watch

• Updates from the Information Commissioner's Office regarding new compliance guidelines.
• Trends in consumer adoption of opt-out tools like GPC.
• Changes in advertising strategies from major platforms in response to privacy regulations.

Practical guidance

Do

• Regularly review and update your cookie preferences across digital properties.
• Educate yourself on your rights regarding personal data and privacy.
• Utilise opt-out tools where available to manage your advertising preferences.

Don’t

• Ignore cookie consent prompts; understanding your options is vital.
• Assume all platforms manage data privacy in the same way; policies differ significantly.
• Neglect to check your settings when switching browsers or devices.

Checklist

• Check cookie consent settings on all frequently visited websites.
• Opt out of targeted advertising as needed.
• Stay informed about changes in data protection laws.

Risks, caveats, and uncertainties

While many companies are enhancing their privacy policies, there remains a risk of non-compliance or misunderstanding among users regarding their rights. The landscape of online privacy is continually shifting, meaning that expectations and regulations may change rapidly. Users should remain vigilant and proactive in managing their data preferences.

Bottom line

The ongoing evolution of cookie management and targeted advertising reflects a broader commitment to consumer privacy in the UK. As users become more empowered to control their data, businesses must adapt to meet these expectations while navigating regulatory frameworks. Staying informed and proactive is crucial for both consumers and organisations moving forward.

FAQs

What are cookies and why are they important?

Cookies are small files stored on your device that help websites remember your preferences and actions. They are essential for providing a smooth online experience, enabling functionalities like login and content personalisation.

How can I opt out of targeted advertising?

You can opt out of targeted advertising by using the toggle options provided on websites or by filling out specific opt-out forms. Remember, opting out is often specific to each digital property.

What should I do if I clear my cookies?

If you clear your cookies, you will need to re-establish your preferences on any sites where you opted out of tracking or targeted advertising, as those settings are often stored in cookies.