A cookie banner is often the first thing EU and UK visitors see. Done badly, it annoys people and still breaks the rules. Done well, it respects privacy, keeps you compliant and preserves as much measurement as the law allows. The key elements are prior consent for non-essential cookies, an equally easy reject option, and Google Consent Mode v2 for advertising platforms.
1What the Rules Require
Strictly necessary cookies, such as those for shopping carts or security, do not need consent.
- No non-essential cookies or trackers before consent
- Clear information about what each category does
- Reject as easy as accept, typically on the first layer
- No pre-ticked boxes or forced consent
- Easy way to change or withdraw consent later
- A record of each visitor’s consent choice
2Google Consent Mode v2
Since March 2024, Google requires advertisers using its ad products with EEA users to pass consent signals through Consent Mode v2. When visitors decline, Google tags adjust their behaviour, and modelling can fill some gaps in conversion data. Use a consent platform certified by Google to set this up correctly.
4Keep Measuring Responsibly
Combine consented analytics, Consent Mode modelling, server-side tagging and first-party data such as CRM leads to understand performance. Track business outcomes in your own systems, such as enquiries received, so you are not fully dependent on cookies.
5Common Mistakes
Loading Google Analytics or Meta Pixel before consent, hiding the reject button behind several clicks, banners that only say ‘we use cookies’ with an OK button, and forgetting that embedded YouTube videos and maps can set cookies. This article is general information, not legal advice. Check your obligations with a qualified adviser.
Frequently Asked Questions
Do I need a cookie banner if I only use Google Analytics?
For EU and UK visitors, usually yes, because analytics cookies are generally considered non-essential.
Is ‘by continuing to browse you accept cookies’ valid?
No. Regulators consider implied consent through browsing invalid; consent must be a clear affirmative action.
What is Google Consent Mode v2?
A framework that passes visitors’ consent choices to Google tags, which then adjust data collection. It is required for advertisers targeting EEA users with Google ads.
Do UK and EU cookie rules differ?
They are very similar in practice. The UK uses PECR and UK GDPR; the EU uses the ePrivacy Directive and GDPR, with local regulator guidance.
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