The latest news and our thoughts on the ever changing world of analytics, ppc and digital strategy.

Updated ICO guidelines re the use of cookies & similar technologies

New guidelines from the ICO relating to the use of cookies and similar technologies have potentially profound implications for analytics and the use of marketing tags. 

Changes include the requirement for an explicit opt-in for non-essential cookies and the fact that analytics cookies are not considered essential.  In addition analytics tags can no longer fire on a landing page without prior user consent and methods using implied consent are no longer valid.

Cookie compliance will be an increasing priority for the ICO in future and companies should start working towards compliance now.  Initial steps to consider include:

  • conduct a cookie & tracking technology audit
  • review your privacy and cookie policy statements
  • plan a migration to an explicit opt in mechanism
  • consider the implications of the changes and methods to mitigate against data loss

For a summary of the changes please refer to the ICO Blog.  We're also launching a new service to help companies work towards compliance - email us at This email address is being protected from spambots. You need JavaScript enabled to view it. to find out more.


Contact us

Anders Analytics Limited
31–35 Kirby Street
London EC1N 8TE
United Kingdom
Telephone: +44 (0)207 788 7798
Email: [email protected]