The rule
Optional cookies and trackers, such as analytics and advertising, must not run until a visitor has actively agreed. A banner that says “by using this site you accept” does not count.
See what happens before and after visitors make their cookie choices.
Why it matters
Optional cookies and trackers, such as analytics and advertising, must not run until a visitor has actively agreed. A banner that says “by using this site you accept” does not count.
A banner is installed, but the trackers still fire underneath it the moment the page loads. The notice is for show and the data has already gone.
Regulators have started enforcing this, and careful customers notice. A banner only protects you if it actually holds the trackers back until someone agrees.
Common questions
It visits your website in a real browser, the way a visitor would, and records which tracking services load and which cookies are stored before anyone makes a choice, after refusing optional cookies, after accepting them, and after withdrawing consent.
Because optional tracking is not allowed to run until a visitor has actively agreed. If it fires the moment someone lands on your page, the banner is not doing its job, and that is exactly what regulators have started enforcing.
Not necessarily. A lot of banners are installed but never configured to hold the trackers back, so they show a notice while everything runs underneath. Having a banner is the right start; this check tells you whether it actually works.
No. It looks at one page in one browser and shows you what happened. Whether a particular service needs consent, and what your privacy notice should say, is a question for your provider or adviser.
Usually because we could not find a clearly labelled Accept, Reject or withdraw control that we were sure was safe to press. The report names the stage. You can test it yourself in a minute, or ask your provider to label the buttons clearly.