Most websites do not comply with European cookie consent law


Only 11.8% of the 10,000 sites verified by the researchers follow the rules.

Web sites that operate in Europe must follow the GDPR rules, which allow consumers to refuse cookies. However, most of them make it “significantly more difficult” to refuse any tracking than accept it, according to a new study called Dark Patterns after GDPR, which was conducted by researchers from the Massachusetts Institute of Technology (USA), University College London (UK) and Aarhus University (Denmark).

Researchers found that only 11.8% of the 10,000 websites they tested met the minimum requirements established by law.

Websites use a variety of means to violate EU rules and make it difficult for consumers to refuse to track. The so-called “consent management platforms” (CMPs), including QuantCast, Cookiebot, and TrustArc, help them in this. These companies provide pop-ups to consent to the use of cookies, which must appear when accessing the site in the EU.

The most common way to bypass websites bypassing EU laws is implicit consent, which is used by about 32.5% of the websites studied. This option assumes that if the user did not respond to the pop-up window, he gave his consent. On other sites, it’s also more difficult to refuse tracking than to accept it: the user has to perform many actions to find an opportunity to prohibit tracking.


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