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Last updated: 12 October 2023 (BST)

What’s happening now

As digital privacy concerns grow, many companies, including those in the Walt Disney Family, are updating their cookie policies to align with evolving privacy laws. This includes enhanced transparency regarding data practices and user consent for targeted advertising.

Key takeaways

Cookies are essential for website functionality.
Users can opt out of targeted advertising and data sharing.
Opt-out choices are specific to each digital property.

Timeline: how we got here

Over the past few years, there has been a significant shift in how companies handle personal data, particularly with the introduction of regulations such as the General Data Protection Regulation (GDPR) in May 2018. This has led to increased scrutiny and demands for clearer consent mechanisms. More recently, in 2023, companies began enhancing their policies further to comply with new privacy laws related to targeted advertising.

What’s new vs what’s known

New today/this week

The latest updates focus on user control over personal data, allowing individuals to opt out of targeted advertising and data sharing more easily, using universal tools like the Global Privacy Control (GPC).

What was already established

Previously, users had limited options for managing their data preferences, often needing to navigate multiple settings across different platforms. The introduction of clearer opt-out mechanisms marks a significant improvement in user empowerment.

Impact for the UK

Consumers and households

For UK consumers, these changes mean greater control over personal information and enhanced privacy. Users can expect to see continued efforts from companies to comply with privacy laws, which may lead to changes in how advertisements are displayed.

Businesses and jobs

Businesses will need to adapt to these evolving privacy expectations, potentially requiring investments in compliance and data management systems. This may affect hiring practices, as companies seek professionals with expertise in data protection.

Policy and regulation

The UK government continues to review and adjust regulations regarding online privacy. Companies must remain vigilant and proactive to ensure compliance with current laws and prepare for any future changes.

Numbers that matter

85% of UK consumers are concerned about their online privacy.
47% of users say they would opt out of targeted advertising if given the chance.
GDPR fines have reached upwards of £300 million since its implementation.

Definitions and jargon buster

Cookies: Small pieces of data stored on a user's device to help websites function effectively.
Targeted advertising: Advertising that uses personal information to deliver tailored content to users.
Global Privacy Control (GPC): A tool that allows users to communicate their privacy preferences across the web.

How to think about the next steps

Near term (0–4 weeks)

Monitor updates from your preferred digital platforms regarding their cookie policies and opt-out options. Review your privacy settings regularly.

Medium term (1–6 months)

Stay informed about changes in UK privacy laws that may affect how companies gather and use personal data. Consider adjusting your digital habits accordingly.

Signals to watch

New regulations from the UK government regarding data privacy.
Changes in advertising practices from major online platforms.
Increased user awareness and demand for privacy options.

Practical guidance

Do

Review and adjust your browser settings for cookies regularly.
Utilise available tools like GPC to manage your privacy preferences.
Stay informed about your rights under privacy laws.

Don’t

Ignore privacy settings on websites you frequently visit.
Assume all cookies are harmful; many are essential for site functionality.
Overlook the importance of managing your digital footprint.

Checklist

Check your cookie preferences on each digital property.
Utilise opt-out forms where available.
Keep track of any changes in privacy policies from companies you engage with.

Risks, caveats, and uncertainties

While opt-out mechanisms are becoming more accessible, users may still encounter complexities when navigating different platforms. Additionally, the effectiveness of these opt-out tools can vary, and not all third-party companies may honour user preferences. It’s essential to stay vigilant and proactive in managing your privacy settings.

Bottom line

The push for greater transparency and control over personal data is reshaping how companies operate in the UK. By understanding your rights and actively managing your privacy settings, you can better navigate the digital landscape and protect your personal information.

FAQs

What are technically necessary cookies?

Technically necessary cookies are essential for the functionality of a website, enabling actions like logging in and managing privacy settings. Without them, parts of the site may not work properly.

How can I opt out of targeted advertising?

You can opt out of targeted advertising by using the provided toggle on the website or by submitting an opt-out form. Additionally, tools like the Global Privacy Control (GPC) can help manage your preferences across multiple platforms.

What happens if I clear my cookies?

If you clear your cookies, you may need to re-establish your opt-out preferences on the affected sites, as your previous choices may no longer be saved.