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Cookies are small data files that help websites function effectively, and some are deemed technically necessary for core services. These essential cookies cannot be disabled as they respond to user actions like logging in or setting privacy preferences. However, users can manage their cookie settings in the browser, although blocking them may hinder site functionality.

Last updated: 09 October 2023 (BST)

What’s happening now

Currently, many websites, including those owned by the Walt Disney Family of Companies, employ cookies for various functionalities. These cookies include both technically necessary ones and those used for targeted advertising. Users are increasingly concerned about their privacy and how their personal information is used, leading to new regulations that govern data usage.

Key takeaways

Technically necessary cookies are essential for website functionality.
Users can opt out of targeted advertising through specific tools and settings.
Clearing cookies or using different devices may require re-establishing opt-out preferences.

Timeline: how we got here

Over the past few years, there has been a significant shift in how personal data is handled online, with various regulations introduced to protect user privacy. Major milestones include:

2016: The General Data Protection Regulation (GDPR) was adopted in the EU, influencing privacy laws worldwide.
2020: California Consumer Privacy Act (CCPA) introduced stricter rules for personal data use in California.
2021: The rise of global privacy tools began to offer users more control over their data.

What’s new vs what’s known

New today/this week

Recent discussions highlight the growing importance of user consent and control over personal data, especially in light of new regulations that may affect how cookies are used across various platforms.

What was already established

It has been established that cookies, especially those classified as technically necessary, are crucial for the functioning of many websites. Users have rights to opt out of targeted advertising and can manage their preferences through browser settings.

Impact for the UK

Consumers and households

For UK consumers, the implications of these cookie policies mean greater control over personal data. However, it may also lead to a less tailored online experience if users choose to opt out of targeted advertising.

Businesses and jobs

Businesses must navigate the complex landscape of privacy regulations, ensuring compliance while still engaging customers effectively. This could affect hiring practices, especially in roles focused on digital marketing and data privacy.

Policy and regulation

UK regulations are evolving alongside global trends in data privacy. Companies must stay updated on legislative changes to avoid potential penalties and maintain consumer trust.

Numbers that matter

£2.3 billion: Estimated cost of compliance with GDPR for UK businesses.
67%: Percentage of consumers who are concerned about their online privacy.
80%: Share of internet users who are aware of cookie tracking.

Definitions and jargon buster

Cookies: Small data files stored on a user's device to improve website functionality.
GDPR: General Data Protection Regulation, a comprehensive EU regulation for data privacy.
CCPA: California Consumer Privacy Act, a law enhancing privacy rights for California residents.
Opt-out: The action of choosing not to participate in data collection or advertising practices.

How to think about the next steps

Near term (0–4 weeks)

Users should review their cookie settings and privacy preferences across websites they frequently visit. Familiarising oneself with tools like Global Privacy Control (GPC) can streamline this process.

Medium term (1–6 months)

Businesses should prepare for possible changes in regulations and update their data handling strategies accordingly to ensure compliance and maintain customer trust.

Signals to watch

Updates on UK data privacy legislation.
Changes in consumer attitudes towards data privacy and cookie usage.
Emergence of new privacy tools and technologies.

Practical guidance

Do

Regularly check your privacy settings on websites.
Use browser tools to manage cookies and tracking preferences.
Stay informed about your rights regarding personal data use.

Don’t

Ignore cookie consent notices; take time to understand them.
Assume all cookies are harmful; many are necessary for functionality.
Clear cookies without considering the implications for your online experience.

Checklist

Review privacy settings at least once a month.
Enable GPC if available to manage opt-out preferences automatically.
Educate yourself on the latest data privacy news and regulations.
Consider using browser extensions that enhance privacy.

Risks, caveats, and uncertainties

While the push for greater privacy is clear, the implementation of cookie management practices can vary widely. Users may find that opting out of targeted advertising does not eliminate all ads but may result in less relevant content. Additionally, the landscape of data privacy is continuously evolving, and what is relevant today may change in the near future.

Bottom line

The ongoing discussions around cookies and data privacy highlight the importance of user control over personal information in the digital age. Being proactive about cookie settings and understanding your rights can help UK consumers navigate these complexities more effectively.

FAQs

What are technically necessary cookies?

Technically necessary cookies are essential for website functionality, enabling basic actions like logging in and filling out forms. Without these, certain services may not operate effectively.

How can I opt out of targeted advertising?

You can opt out of targeted advertising by adjusting your privacy settings on individual websites and using tools like the Global Privacy Control (GPC) for broader preferences.

What happens if I clear my cookies?

If you clear your cookies, you may need to reset your privacy preferences on websites you visit, as your opt-out choices will not be remembered without the cookies.