Cookies are a basic part of how the Internet works but there’s hardly anyone I know that is in favour of pop ups on just about every website due to the EU’s Cookie Law. They store little bits of information about you such as when you are logged into a site, what you add to your shopping basket and all the useful things that personalise websites to you. Cookies are also used to track what you do on the Internet and can be used to link your activities across sites, for instance if your browse a flight for your next trip abroad, you might then see adverts for flights to the same destination on social media sites.
The EU hates Cookies with a passion as they’re big on protecting your personal information and that’s why a Cookie Law came into effect. It spawned horrible pop-ups on websites across the web which you have to click to accept or decline to whenever you visit a new site. The law was relaxed a little for implied consent but GDPR strengthened it and it’s back with a vengeance.
Now, the Court of Justice of the European Union has decreed that “Storing cookies requires internet users’ active consent. A pre-ticked checkbox is therefore insufficient”. In a judgement that comes from German Court asking for an EU ruling (a country where it’s considered normal behaviour for a retailer to sue another claiming an unfair advantage if they don’t comply with every banal regulation going), the Court decided that the “consent which a website user must give to the storage of and access to cookies on his or her equipment is not validly constituted by way of a pre-checked checkbox which that user must deselect to refuse his or her consent”.
“The court has clearly established that current EU rules are outdated. Bombarding internet users with cookies isn’t user-friendly, informative, or productive.
When retrieving the information from your device, the website knows what particularly caught your eye, and they can improve their website structure or marketing based on this data. However, cookies can also be useful to the user, in that it stores your password, and keeps you logged into your favourite social media platform or airline account.
A well-reflected reform would put all cookie use under implicit consent, with the knowledge that users can use often free and already existing software that allows them to opt-out of all cookie use that they deem unsuited for them. This allows consumers to take their data use into their own hands, without an unnecessary and ineffective pop-up on every website.”
– Bill Wirtz, Senior Policy Analyst , Consumer Choice Center