No More Consent Pop-Ups?

All of us are familiar with the cookie consent pop-ups that often greet us as we enter many websites. These requests for personal information storage were introduced as a way of complying with the General Data Protection Regulation (GDPR). This was a European Union ruling.

As the UK is no longer part of the EU, the government plans to reshape the UK’s data laws including the use of consent pop-ups. With many web users frustrated by the constant need to click “accept” on cookie banners every time they visit a new site, this could prove a popular move.

The government hopes to prioritise “innovative and responsible uses of data”, a spokesperson said, so that it can “boost growth, especially for startups and small firms, speed up scientific discoveries and improve public services.”

The Need for Data Adequacy

Whilst the UK’s independence from the EU enables changes to be made, the EU must deem the changes adequate. Otherwise, data transfers between the UK and EU are at risk of being frozen. The same principle of “data adequacy” applies to all international use of data.

Data adequacy in this sense means an agreement that the protections in place are similar in two countries, with the idea of ensuring that personal information remains safe. It is a key part of EU regulations and was a minor sticking point in the Brexit negotiations. The BBC reports that as much as £11bn of trade “goes unrealised around the world due to barriers associated with data transfers”.

A cookie-less future will mean big changes for many organisations. Businesses will have to take stock of their data assets and review the strategies, technologies and methods to ensure they are ready for the future.

Google Chrome is already phasing out support of third-party cookies in a move that echoes the government’s intention to enhance user experience and privacy. (Read “Google’s Cookie Revolution is Here”.)

However it is users’ trust that will influence success, as explained by Information Commissioner Elizabeth Denham who says: “Data-driven innovation stands to bring enormous benefits to the UK economy and to our society, but the digital opportunity before us today will only be realised where people continue to trust their data will be used fairly and transparently, both here in the UK and when shared overseas.”

“New regulations will have an impact upon how data is collected and stored by websites and applications,” adds Eric Hughes of EMH Technology. “This has a wider impact upon integrated processes where data is shared for various purposes within organisations, such as the link between order fulfilment, customer service and marketing.”

Bespoke business applications allow organisations to explore productivity and user experience (internal and customer) benefits. They can also ensure that your organisation is compliant with how personal data is collected and stored.

Would you like to discover the potential for your organisation? Contact the EMH Technology team for an initial discussion without obligation … or jargon.