The Impact of Cookie Consent on Google Analytics and Pixel Tracking
GDPR strictly prohibits collecting personal data that can identify an individual without their consent. If your website uses Google Analytics, or marketing pixels you are tracking and collecting user data, and for that, you require user consent.
I am sure many of you out there have already started to bear witness of the impact of this if you are doing it according to the law. I have seen so many websites and big well known brands not adhering to this correctly.
Your website must have a properly functioning Cookie banner and policy if you are collecting ANY data.
On May 4, 2020, the European Data Protection Board (EDPB) adopted guidelines on valid consent under GDPR.
Valid consent must be a freely given, specific, informed and unambiguous indication of the user’s wishes, i.e. a clear and affirmative action by the user.
The EDPB guidelines make it clear that scrolling or continued browsing on a website DOES NOT constitute valid consent and that cookie banners are NOT ALLOWED to have pre-ticked checkboxes.
Cookie walls (forced consent) are also ruled non-compliant.
Make sure your website has opt-in and not opt-out if you are to abide by the law. It’s a pain but that’s just how it is I’m afraid!
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