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Last updated: 04 October 2023 (BST)

What’s happening now

Currently, users are becoming increasingly aware of the importance of their privacy online, prompting many companies to clarify their cookie policies. This follows a broader trend of tightening regulations around data privacy and transparency. The measures being implemented aim to give users more control over their personal data and how it is used, especially regarding targeted advertising and sharing.

Key takeaways

• Technically necessary cookies are essential for the website's functionality.
• Users can opt out of targeted advertising and data sharing through specific tools.
• Cookie preferences must be set for each digital property individually.

Timeline: how we got here

Over the last few years, the landscape of online privacy has evolved significantly:

• May 2018: GDPR (General Data Protection Regulation) comes into effect in the UK, enforcing stricter data protection measures.
• January 2020: The California Consumer Privacy Act (CCPA) is enacted, influencing global privacy standards.
• 2021: Many companies update their privacy policies to comply with new regulations and consumer expectations.
• 2023: Ongoing adjustments to cookie consent frameworks are being made, reflecting user preferences and legal requirements.

What’s new vs what’s known

New today/this week

Recent updates include the introduction of universal opt-out tools, such as the Global Privacy Control (GPC), allowing users to manage their privacy preferences more effectively across various sites.

What was already established

It has been previously established that consumers have the right to manage their data and opt out of targeted advertising. However, the process often requires navigating different settings for each digital property.

Impact for the UK

Consumers and households

Consumers in the UK can expect to have greater control over how their personal data is utilized, particularly concerning targeted advertisements. This means users can choose whether they want their information shared for advertising purposes, potentially leading to a more personalised online experience if they consent.

Businesses and jobs

Companies will need to adapt their data handling practices to comply with evolving regulations. This may involve hiring privacy compliance officers and investing in new technologies to manage consent and data sharing.

Policy and regulation

UK regulators continue to monitor data privacy practices, ensuring that companies adhere to established laws. Upcoming consultations may further refine what constitutes 'necessary' data sharing versus 'optional' advertising strategies.

Numbers that matter

• 85% of UK consumers are concerned about their online privacy.
• 75% of internet users have taken steps to manage their cookie preferences.
• Over 50% of companies report investing in data protection technologies in the last year.

Definitions and jargon buster

• Cookies: Small files stored on your device that track your online activity.
• GDPR: General Data Protection Regulation; a regulation focusing on data protection and privacy in the EU and UK.
• GPC: Global Privacy Control; a tool that allows users to communicate their privacy preferences across websites.

How to think about the next steps

Near term (0–4 weeks)

Users should review their cookie preferences on frequently visited websites and consider opting out of data sharing where applicable.

Medium term (1–6 months)

Monitor updates from companies regarding privacy policies, particularly those you engage with regularly, to stay informed about changes that may affect your data.

Signals to watch

• Upcoming changes to privacy regulations in the UK.
• New tools and functionalities introduced by companies to enhance user privacy.

Practical guidance

Do

• Regularly check and update your cookie preferences on each site you visit.
• Use available tools like GPC to manage your data privacy settings across multiple platforms.

Don’t

• Ignore cookie consent banners; they provide vital information about data usage.
• Assume all data sharing is unnecessary; evaluate your options carefully.

Checklist

• Review your privacy settings on popular websites.
• Opt out of targeted advertising where possible.
• Stay informed about changes in data protection laws.
• Use privacy-focused browsers or extensions to enhance online security.

Risks, caveats, and uncertainties

While many companies are moving towards better privacy compliance, there are still gaps in regulation enforcement. Users may not always be aware of how their data is being used, especially on platforms with complex privacy settings. It's essential to remain vigilant and proactive about privacy management.

Bottom line

In summary, the ongoing evolution of privacy regulations and the tools available for managing personal data empower UK consumers. By actively engaging with privacy settings and staying informed, users can better protect their information in an increasingly data-driven world.

FAQs

What are technically necessary cookies?

Technically necessary cookies are essential for website functionality, allowing users to log in, fill forms, and manage their privacy settings without which the site cannot operate effectively.

How can I opt out of targeted advertising?

You can opt out of targeted advertising by adjusting your cookie settings on each website or using tools like the Global Privacy Control (GPC) to communicate your preferences.

Do I need to opt out on every site?

Yes, you must opt out on each digital property individually, as cookie preferences do not carry over from one site to another.