Cookies ‘n’ Consent: An empirical study on the factors influencing of website users’ attitude towards cookie consent in the EU.

Since GDPR came into enforcement in 2018, various firms have been found violating or circumventing the ePrivacy Directive known as the Cookie Law which lays out the cookie consent guidelines for websites. To improve the GDPR compliance rate, several conversations are going on between EU commission, Data protection agencies, business & websites owners and ad vendors regarding their cookie policy, obtaining user consent for data collection and its usage. One of the key stakeholders who are the website users, whose privacy is in question seems to be left out from the discussions. The study aimed to understand user perception towards website cookie banners, which are mandatory under GDPR, and the influence of factors like awareness of cookies, user experience, consent banner design, privacy risk, brand trust on user’s willingness for accepting all cookies, to develop recommendations to improve customer’s motivations to give consent. Using a quantitative approach, the primary data was collected from 132 internet users residing in the EU region through an online survey questionnaire shared in social media networks. The results showed that the (i) majority of respondents had more than moderate level of awareness about cookies (ii) they are more likely to accept cookies for quick access or task completion, (iii) acceptance of cookies was varied across different categories of online activity and (iv) given a choice they are more likely to opt-out of 3rd party cookies which are widely used for targeted advertising. Since 3rd party cookies will be phased out in the near future and are likely to be replaced with more advanced customer tracking technologies which are harder to opt-out of, this study proposes a framework for Consent for Advertising Directive (CAD) to go beyond the existing Cookie Law, which will improve user data protection regardless of the tracking technology used, and help brands to improve transparency about their data collection and avoid GDPR violations.