Update: the EU's new cookie policy
Written by Jamie Schelling
Digital Marketing & AI Automation
The world of online privacy is constantly in motion, and cookie policy within the European Union is no exception. With recent changes to the regulations, it is essential for businesses to stay informed and adapt their practices accordingly. In this blog post we explore what the new cookie policy entails, the consequences for advertising experiences, the extra costs for businesses, and how BE Digital can support you in navigating these changes.
What does the EU's new cookie policy involve?
The EU's renewed cookie policy, which is part of the Digital Markets Act (DMA), brings many changes to how businesses must obtain and manage consent for the use of cookies. Large companies, designated as ‘gatekeepers’ such as Google, now bear greater responsibility for obtaining user consent before their advertising services may be used. This shift puts the emphasis on a more strictly privacy-focused ecosystem. The EU therefore also intends to enforce this more.
The new cookie policy in the European Union means that website users now get more control over their own data, particularly when it comes to how it is used for advertising purposes. This means that explicit user consent is required in order to show personalised ads. The result? Without this consent, users will see fewer tailored ads and will instead be served more general ads.
However, this shift does not mean that the number of ads users get to see will decrease. The ads will simply be less tailored to their personal interests and preferences, resulting in an experience that more closely resembles traditional advertising as we know it from television, where ads are broadcast widely without direct personalisation.
The question therefore arises whether this change in cookie policy represents progress in privacy protection, or whether it is in fact a step back towards a less targeted form of advertising. While users enjoy more privacy, the more general ads may be less relevant, which could work out to the disadvantage of both the user and the advertiser.
How do users experience ads under the new policy?
What extra costs does it bring?
To comply with the new EU regulations, it is essential for website owners to implement a cookie banner that collects the required user consent in a clear and compliant way. There are various plug-in providers, some of whom are official Google partners, that help with setting up cookie preferences on your website in a structured way. The costs of these plug-ins vary, depending on the provider and the specific functionality they offer. It is important for website owners to explore these options and to choose a solution that not only meets the legal requirements, but also fits within their budget.
At BE Digital we take this responsibility seriously and we are actively researching the most cost-efficient and effective ways to comply with EU regulations for our clients. Our aim is to make the implementation of the required cookie banners as seamless as possible, while minimising the costs for our clients. We understand the importance of both compliance and user experience, and we strive to find a balance that delivers the best result for your website.
Practical tips for complying with the new cookie policy
To make sure your website complies with the new cookie policy, there are a few concrete steps you can take now. These actions will help ensure compliance and protect the privacy of your users:
Verifying and updating consent mechanisms:
- Check whether your website sends the necessary consent signals to Google.
- Make sure your analytics and advertising platforms are configured correctly to process data only from users in the European Economic Area (EEA) with their explicit consent.
Moving to Consent Mode v2:
- Update your systems to Consent Mode version 2. This ensures you are in line with the latest requirements for data processing and privacy protection.
Using Google-certified platforms:
- Implement consent management platforms that are certified by Google. These platforms are specifically designed to comply with EU regulations and help you manage user consents efficiently.
By following these steps, you can ensure a seamless transition to the new cookie policy, while respecting and protecting your users' privacy. It is important to stay proactive in updating your consent mechanisms in order to comply with the constantly changing regulations around privacy and data.
BE Digital as your sparring partner through regulatory change
BE Digital understands the challenges and opportunities that the new cookie policy brings. Our solution for clients includes implementing a cookie notice, adapted to your brand style, to ensure your website complies with the latest regulations and affects marketing performance as little as possible.
Are you curious how your business can navigate the latest changes in cookie policy and other digital regulations? Get in touch with us for a conversation about your challenges and discover how we can support you in adapting to the digital landscape.