{"id":327,"date":"2021-07-14T15:32:17","date_gmt":"2021-07-14T13:32:17","guid":{"rendered":"https:\/\/stage.usercentrics.com\/?post_type=knowledge&p=10926"},"modified":"2025-06-24T15:18:47","modified_gmt":"2025-06-24T13:18:47","slug":"gdpr-cookie-consent-now-and-in-the-future","status":"publish","type":"knowledge","link":"https:\/\/usercentrics.com\/us\/knowledge-hub\/gdpr-cookie-consent-now-and-in-the-future\/","title":{"rendered":"GDPR cookie consent: Privacy compliance as a marketing advantage"},"content":{"rendered":"\n

GDPR cookie consent has been an important topic for businesses and marketers since the GDPR was enacted in 2018. While cookie banners<\/a> are now common on websites, achieving and maintaining privacy compliance can still be challenging, especially while keeping consent rates high for marketing initiatives. Evolving legal and platform requirements often leave small business owners and marketers navigating a complex maze, sometimes without in-house legal or technical support.<\/p>\n\n\n\n

Let\u2019s break down everything you need to know about GDPR cookie consent, from designing compliant cookie banners to understanding key privacy requirements. Whether you\u2019re a marketer or website owner, we\u2019ll help you turn privacy compliance into an opportunity to build trust and engage your audience.<\/p>\n\n\n\n

What is GDPR?<\/h2>\n\n\n\n

Before diving into the specifics of cookie consent, it\u2019s important to understand the GDPR.
The General Data Protection Regulation (GDPR<\/a>) is an EU law focused on safeguarding individuals\u2019 personal data and privacy. In the US, the term “personally identifiable information<\/a>” (PII) is becoming more common as privacy laws gain attention. The GDPR\u2019s primary goal is to protect this type of sensitive information and give individuals greater control over how companies collect and use their personal data.<\/p>\n\n\n\n

In recent years, the tech industry has faced growing scrutiny as people become increasingly aware of how much personal information they share with companies \u2014 sometimes unknowingly. This shift highlights the importance of handling data responsibly, as consumers are now questioning how their personal information is being collected, used, and shared and insisting on more benefit from doing so.<\/p>\n\n\n\n

Companies now face the challenge of complying with data privacy laws while still personalizing and targeting their audiences effectively. For marketers, this means adopting privacy-led strategies that build trust and respect user consent. Understanding how data protection regulations<\/a> like the GDPR shape the use of cookies is the first step toward creating marketing strategies that prioritize transparency and privacy compliance without sacrificing performance.<\/p>\n\n\n\n

A notable example of personal data misuse involves TikTok<\/a>, the popular social media app. Allegations have surfaced claiming that the platform has employed \u201cdangerous malware\u201d to bypass user privacy settings and collect extensive personal data without consent. This data reportedly includes sensitive details such as location, contacts, and even documents, with accusations suggesting it may have been sold to third parties.<\/p>\n\n\n\n

Of additional concern is the large number of minors among the app\u2019s user base, a demographic typically provided with extra protections under data privacy laws. TikTok denies these claims, but the controversy underscores the risks of unchecked data collection.<\/p>\n\n\n\n

Another high profile case centers on Temu<\/a>, a fast-growing e-commerce platform. In 2024, a threat actor claimed to have stolen a database containing personal information from 87 million users, including names, addresses, and phone numbers. Although Temu denied the breach, the incident highlights how vulnerabilities in data systems can jeopardize user privacy on a massive scale. Last June of 2024, another lawsuit was filed against the company for illegally accessing personal information<\/a> of its users.<\/p>\n\n\n\n

These examples demonstrate how companies\u2019 handling of personal information has come under increasing scrutiny. Missteps can lead to significant backlash and erode public trust, especially when consumers discover how much of their data has been collected without explicit consent. This, in turn, can affect companies\u2019 bottom line, with consumers, advertisers, partners, or investors disinclined to connect with those brands.<\/p>\n\n\n\n

But data collection isn\u2019t always malicious. Every time we use a loyalty card, share a meme, or type a search query, we share information. This data helps advertisers target ads, informs market research, and drives decisions in industries like insurance and e-commerce.<\/p>\n\n\n\n

In theory, this kind of data use can benefit both businesses and consumers. For instance, seeing ads tailored to your interests or paying lower premiums because data analysis shows you\u2019re low -risk for driving are clear advantages. However, the key lies in fostering transparency, gaining consent, and protecting user privacy \u2014 principles enshrined in regulations like GDPR.<\/p>\n\n\n

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Comprehensive GDPR compliance checklist for US companies<\/div>\n
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This GDPR Compliance Checklist for US companies helps American businesses navigate GDPR compliance to better focus on doing business in the EU.<\/p>\n <\/div>\n <\/div>\n

\n Download checklist<\/span><\/a> <\/div>\n <\/div>\n<\/div>\n