Digital Transformation Data & Privacy

IAB welcomes the adoption of browser ‘opt-out’ model for cookies

By John Glenday | Reporter

June 20, 2022 | 3 min read

IAB UK has responded warmly to government moves to adopt a new browser-based opt-out model for cookies in a bid to tackle the epidemic of consent banners disrupting online navigation.

Recognizing widespread frustration among the public, who must give consent to every website they visit, the government is drafting new laws that would permit blanket acceptance and refusal.

Intended to protect consumers and unshackle businesses, the draft Data Reform Bill is included among a raft of measures such as bigger fines for nuisance call firms and a bid to bin ‘pointless paperwork.’


The draft Data Reform Bill is included among a raft of measures

Christie Dennehy-Neil, head of policy and regulatory affairs at IAB UK, said: “We welcome the news that the government is moving away from a blanket consent model to a more risk-based approach that recognizes that cookies can serve very different purposes. Cutting down on the number of pop-ups people receive stands to improve the online experience for users and the environment that digital ads are served in.

“Yet while we’re cautiously optimistic about the developments, more clarity is needed about the alternative proposals for an opt-out regime. While annoying, cookie consent pop-ups do still serve a valuable purpose, and it’s crucial that what comes next is both conducive to the continuation of an ad-funded internet and takes into account the changing nature of identifiers within the digital landscape.”

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Under the measures, the Information Commissioner’s Office will be granted greater powers to enforce the crackdown on nuisance callers.

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