What are centralised cookie controls?

Cookies are small bits of user data that are designed to improve user experience. Every time a user visits a website, you are often presented with a cookie banner. Users will either get targeted ads (if cookies are accepted) or generic ads (if cookies are rejected).

With the aim of reducing “cookie fatigue”, a clause in the Bill will allow for the Secretary of State to have the powers to “centralise” these cookie controls, done through one’s browser – such as Google Chrome or Safari. This will mean users will not have to accept or reject cookies on each site, but rather they will accept it one time on their browser.

The impact on publishers

Such cookie controls could override the existing cookie consent relationships between users and publishers. It could be that many internet users would not consent to cookies from their browser, but are more likely to consent to the webpage of a publisher which they trust. Additionally, this action will have adverse effects on businesses that rely on data from cookies to verify the performance of digital adverts – a significant part of their business models.

During the parliamentary debate, Lord Clemet-Jones, Liberal Democrat Lords Spokesperson (Science, Innovation and Technology) said, “The PPA has made an extremely good case. [Centralised cookie controls] would amplify existing barriers to competition in the digital market. There are provisions in the Digital Markets, Competition and Consumers Bill that would give powers to the Competition and Markets Authority to address any problems, such as enforced data sharing from platforms to publishers, but centralising cookie consent would completely undermine the objectives of that legislation. It is clear that [the Data Protection and Digital Information] Bill should be amended to withdraw the provisions giving the Secretary of State the power to introduce these centralised cookie controls”.

Our Public Affairs team has followed up with relevant political stakeholders to make the case for amendments to remove the provisions for centralising cookie consent. If you have any questions, please contact them: Eilidh.wilson@ppa.co.uk or Natasha.anku@ppa.co.uk.