New cookie bar rules for 2024. You won't be left empty-handed with us

What is changing

You're probably thinking to yourself that the cookie bar, where the user had to agree to the collection of cookies, existed before, so what exactly is changing? The first major change is in the default setting for the use of cookies when a user opens a website - there was a bar on the website where the user could opt-out of the collection of data, but before they did so, all data could still be collected. Some users mistakenly believed that if they ignored the cookie bar, they would not be affected by the collection and the operators could access the data without active consent. Indeed, the mere act of a user continuing to move around the site was considered consent. With the new regulation, the use of cookies will no longer be possible by default when a page is opened unless the user explicitly consents (so-called opt-in). The second change is the addition of the possibility to consent to the collection of only certain types of data. If a web provider fails to comply with the new rules, they face a fine under the GDPR of up to four percent of its annual turnover.

Exception

An exception to the need for user consent for the use of cookies is where the collection of data is necessary for the technical storage or provision of a service in which the user is interested. This exception cannot be applied to any secondary service that the user does not request based on their behaviour on the website, therefore analytical and marketing cookies are automatically excluded. The use of functional cookies is also limited by regulation to the provision of the service in question. When it is necessary to collect data for functional purposes and when it is no longer necessary will depend on the type of service provided.

Google Consent mode 2.0

Here we go again. Starting in March 2024, the reigns are starting to tighten again on the giants that collect and concentrate the data of large numbers of internet users. And that's why there's Google Consent mode 2.0, which requires anyone using Google's analytics and advertising tools to give sufficient notice to their site visitors about what data they want to collect from them and what they intend to do with it. So saying "I agree to the use of cookies" will no longer be enough. If you do not implement Google Consent Mode 2.0 rules and your website visitors do not agree to them, Google will not link your datasets from 6 March 2024. Let's go through a checklist to help prevent this from happening.

Here's what the cookie bar should do after Google Consent Mode 2.0:

• Unfortunately, the cookie bar needs to be the first thing that appears on the site. The very first layer.

• It has to be functional.

• It needs to explicitly state what data you collect (if it's contact data like email and phone number, even more so), how you collect it (here it's specifically Google's analytics tools), and what you use it for.

• It will have separate checkboxes for each category of cookies collected (functional, analytical, marketing).

• Analytical and marketing cookies will only be collected after consent has been given.

• Consent will be retaken after 12 months.

• The cookie bar has a refuse button which is in the same form as the accept button.

• A button is left on the website to withdraw consent.

• All cookies are listed (i.e. add them to your cookie table overview - ad_user_data, ad_personalization).

How our cookie bar works

On a site built on solidpixels, you can enable the cookie bar in the site settings. By default, both analytical and marketing cookies are offered for approval. The actual wording of its sections must be adapted to the needs of your site. The individual sections are optional and can be removed, while you have the option to decide whether the use of cookies is enabled or disabled by default via the "Automatically enable by default" setting. However, according to the new regulations, it is your responsibility not to have data collection enabled before giving the user's consent.

If you don't have the code for Google Analytics or Google Tag Manager filled out in your administration, no tracking script will load and run regardless of the cookie bar settings, so no data can be collected even if the user consents to its collection.

We won't leave you empty handed

I'm sure you're thinking that the new rules could be a major complication to your business plans and the effectiveness of your marketing and remarketing campaigns will plummet. However, as a solidpixels user, you don't need to panic, because you certainly won't lose everything when visitors disagree with your data collection. We are preparing a solution for this situation in the form of enabling the collection of so-called anonymised data. You will be able to collect this data in case the visitor of your website refuses the data collection or ignores the cookie bar. This option will be enabled in the website settings, the condition will be the use of Universal Analytics measurement by Google.

Read the article about setting up a cookie bar on your site on solidpixels.

It should be borne in mind that the new rules contribute to greater transparency of data processes towards internet users and, consequently, consumers, who can decide more freely how their data will be handled. This may have an impact on online businesses in the short term, but if they invest energy in building a long-term relationship with the customer through service, good communication, loyalty programmes, benefits, etc., the change may not have any significant consequences. A relationship that the customer establishes with the retailer freely and under clearly defined conditions contributes to better mutual trust and the longevity of the relationship.