Consent Obligation: You Should Avoid These Mistakes

“This website uses cookies” – visitors have been seeing this notice for some time as soon as they visit a website. According to the cookie guidelines, storage is only permitted if visitors actively consent. However, this consent obligation leads to data loss, for example, during web analysis. Etracker has taken on this problem and developed a consent-free solution.

What Is Consent?

Consent means when translated, consent. In digital marketing, it means to consent to the storage of information in the user’s device and the processing of personal data.

Personal data are all data with which users can be identified on the Internet. The General Data Protection Regulation (GDPR) obliges companies to obtain consent from their users.

Consent Is Required In These Cases:

• Cookies or similar technologies for recognition
• Data transfer to insecure third countries such as the USA
• Use by processors themselves
• Merging via websites from different providers
• Enrichment with socio-demographic data from third-party sources
• Re-identification by linking, for example, with Google accounts

Three Common Mistakes With Consent

Even if consent is fundamentally mandatory for many areas, errors often arise. We introduce you to the three most common mistakes:

Rejection Is Not As Easy As Consent

In most cases, the approval of consent is quick and very easy. Because there is a button with “Accept.” But the button with “Reject” is often missing. According to Art. 7 GDPR, refusing consent must be just as easy as consent. The rejection must not be made more difficult than consent, for example, by requiring more clicks.

Emphasize Consent

Often an attempt is made to “seduce” the visitors into giving their consent employing visual highlighting. However, this so-called “nudging” is a serious mistake, which the data protection authorities are opposed to.

For example, the “Accept” button is designed in a striking color, and the link for the rejection is hidden in a body of text.

Missing Or Misleading Information

According to Art. 49 GDPR, users must be informed about all possible risks of data transfers before consent. This warning must be detailed if, for example, American tools such as Google Analytics are used. It is not enough, for example, to just name “individual data uses” instead of the exact details.

Consent-Free Solution With Tracker

For these reasons, it may be better to use a consent-free solution, as otherwise, around 85 percent of the data will be lost. Tracker Analytics meets all the requirements for freedom of consent.

The tool can also automatically play conversion data following the law (based on all conversions) to Google Ads, Microsoft Ads, and Facebook Ads to benefit from the automatic bidding process based on conversions or sales. As with Google Tag Manager, conversions can also be recorded automatically without intervening in the HTML.

Convince yourself of the tracker and avoid errors and data loss on your website.