While browsing the internet, you've surely come across numerous banners asking you to accept cookies to proceed. And of course, we all rush to click, without really understanding what we're doing, just to be able to quickly download that pancake recipe we like so much.
That seemingly insignificant gesture can actually allow so-called cookies to follow our every action on that site and use the collected data for various purposes: from simple statistical or functional analysis to more serious intrusions into our privacy, such as continuously suggesting that "pair of socks" we decided not to buy while browsing other sites.
But what exactly are these cookies? And why are they so important for your online experience? In this article, we'll explore the world of cookies, explaining what they are, the different types that exist, and how you can best manage them.
What are cookies
Every time we browse the web, we leave "footprints": this information is saved on the device we're using for browsing (smartphone, PC, tablet, ...).
In simple terms, cookies are small text files that websites save on your device when you visit them. These files contain information that can be used to improve your browsing experience, such as remembering your preferences or keeping you logged in. In practice, cookies help websites "remember" you and your actions.
Why are they called cookies?
The story dates back to the 1980s, when UNIX systems used a technique called "magic cookie" to manage small amounts of data.
During the early days of the Internet, developers had to find a method to store small amounts of data on visitors' computers. This data could include authentication information, user preferences, or other details useful for personalizing the online experience.
A name was chosen that could evoke a sense of familiarity and comfort: "cookie". Digital cookies, just like biscuits, are fragments of data that websites store on users' devices to improve the browsing experience.
So, just like a cookie leaves crumbs, digital cookies leave traces of our online actions.
What are the risks of accepting cookies?
Let's debunk a myth right away: technical cookies are not dangerous. In fact, their presence is essential for the functioning of a website. Without them, some site functionalities might not be available.
However, there are some types of cookies, called non-essential cookies, that allow the sharing of personal data. For example, if we visit a travel site, by accepting profiling cookies we are effectively agreeing to receive advertisements about offers and flights sponsored by the site we're browsing.
Be careful though, this doesn't mean that if we don't accept cookies we won't see any advertisements. On the contrary: even if we refuse cookies, we'll continue to receive advertising; simply, these ads won't be targeted to our interests.
So is it better to receive interesting offers for our next trip, aware that to get personalized ads we're giving our personal data to third parties, or to continue receiving irrelevant advertisements?
To understand exactly what happens when we accept cookies, it's good to first understand what types of cookies are present on websites and what their purposes are.
Types of cookies
Technical cookies
Technical cookies are essential for the functioning of a website. Without them, many functionalities would not be possible. For example, technical cookies allow you to keep your session active while browsing or remember the items you've added to your cart in an online store. These cookies do not collect personal information and cannot be disabled without compromising the site's functionality.
Technical cookies do not require user consent and can be managed with a simple banner. An example of text could be: "This site uses only technical cookies necessary for navigation. For further details on which cookies are used, consult the information at the following link."
Profiling cookies
Profiling cookies are used to create a profile of users and show them targeted content and advertisements based on their interests. These cookies collect information about your browsing habits and can be used to personalize your online experience. For example, if you often visit travel sites, you might see ads related to flights or hotels. Or, if you frequently visit an e-commerce site, you might see suggestions for products you might like, such as items related to those you've viewed or purchased previously.
So when we read "This site uses profiling cookies" it means that, by accepting cookies, the site will use data about your online behavior to show you targeted content.
For profiling cookies collected directly by the website, it is mandatory to obtain the user's consent. To this end, a phrase informing about the presence of such cookies must be inserted in the cookie banner.
Third-party cookies
Unlike first-party cookies (technical cookies and profiling cookies) which are installed and managed directly by the site manager, third-party cookies are set by companies other than the site you're visiting. Examples include Google Ads, Facebook, LinkedIn, etc.
These cookies are often used for advertising purposes and tracking. For example, a website might have a Facebook "Like" button that sets a cookie on your device. These cookies can track your activity across different websites and are often used to create detailed user profiles.
Even for third-party profiling cookies, it is necessary to ask for the user's consent through the cookie banner.
Cookie law: what does the regulation provide
The cookie regulation, known as "Cookie Law", is regulated at European and Italian level to ensure the protection of users' personal data.
Here are the main points:
- Informed consent: sites must clearly ask for your consent before installing cookies that are not strictly necessary. This permission must be given in a free, specific and clear manner.
- Clear information: site managers must explain to you in simple terms how they use cookies, what data they collect, what they are for, and how they use them.
- Types of cookies: the law distinguishes between technical cookies (those necessary for the site to function) and profiling cookies (those that track your behavior to show you targeted advertising). Technical cookies don't need your consent, while profiling cookies do.
- Easy consent withdrawal: the website must allow the user to easily withdraw consent for the use of cookies at any time, without complications.
- Site responsibilities: the website manager is responsible for users' personal data and must ensure that appropriate measures are taken for data protection and compliance with regulations.
These rules were created by the Data Protection Authority and follow the General Data Protection Regulation (GDPR) of the European Union.
What the owner of a website must do
In relation to the regulation, every website owner must prepare the correct information on the use of cookies on their site.
If the website uses only technical cookies, the relevant information can be placed on the homepage or in the general information of the website. If, however, other types of cookies are also processed, then the use of an immediate pop-up banner is indicated, which should contain the following elements:
- A button (like an X in the top right) to close the banner without consenting to the use of cookies or other profiling techniques, thus maintaining the default settings which, by default, do not allow their use (Privacy by design and privacy by default).
- The information that the site uses technical cookies and, if the user consents, profiling cookies or other tracking tools, specifying the purposes (brief information).
- The link to the privacy policy, which contains all the detailed information, such as the recipients of personal data, retention times, and how to exercise the rights provided by the Regulation.
- A command to accept all cookies or other tracking techniques.
- The link to a dedicated section, where you can choose in detail the functionalities, third parties and cookies you want to activate. In this section, through two additional commands, it is possible to modify previous choices, give consent to the use of all cookies (if it was not given before) or revoke it at any time. It is advisable to use a graphic sign, an icon or other technical element that indicates the status of the user's consents, allowing them to be easily modified or updated, for example, in the footer of each page of the site. The section dedicated to detailed choices should be clear and easily accessible.
Avacy is a consent management platform that allows you to create privacy policies, cookie policies, and a customizable cookie banner that perfectly adapts to your website's design and reflects your brand's image.
How to manage cookies
Managing cookies is important to protect your online privacy. Most browsers allow you to control and delete cookies through settings.
You can choose to block all cookies, accept only first-party cookies, or receive a notification when a site attempts to set a cookie.
Remember that blocking cookies could negatively affect your browsing experience.
What happens if I accept cookies?
In practice, when you click on "Accept cookies", you're giving consent to the website to store information on your device so that when you return to the same site, it will remember your preferences.
When cookies are accepted, here's what happens:
- Experience personalization: cookies can store your preferences and settings. For example, they can remember your preferred language, currency, or the pages you've visited, thus offering a more personalized experience.
- Tracking and analysis: cookies can be used to track your behavior on the site and on other websites. This helps site owners understand how users interact with their content, improve services, and personalize offers.
- Authentication and security: some cookies are essential for the site's functionality. For example, authentication cookies allow you to stay logged in while browsing a site without having to continuously re-enter your credentials.
- Targeted advertising: cookies can be used to show you personalized advertisements based on your interests, collected through your browsing activity. This type of cookie is often defined as a "third-party cookie" because it can be managed by advertising networks different from the site you're visiting.
- Information sharing: cookies can allow the site to share information with other companies, such as social platforms or advertising partners.
What happens if I refuse all cookies?
If you refuse all cookies, the website won't be able to store information on your device. This can have various effects on your browsing experience:
- Limited site functionality: some websites might not work correctly or might have limited functionality. For example, you might not be able to stay logged in to a site or complete an online purchase without the cookies necessary for the cart's functionality.
- Less personalized experience: without cookies, the site won't be able to remember your preferences, such as language or display settings, forcing you to reconfigure these options every time you visit the site.
- Lack of tracking: by refusing cookies, you limit the site's ability to track your online activity. This means you'll receive less targeted advertising, but at the same time, the site might not be able to analyze your behavior to improve the services offered.
- Less data sharing with third parties: by refusing cookies, you reduce the amount of personal data that can be shared with third parties, such as advertising networks or social platforms, which can improve your online privacy.
So should cookies be accepted or not?
The decision to accept cookies or not depends on your personal preferences and your concerns about privacy. Here are some points to consider:
Remember that accepting cookies can improve your online experience, making websites more responsive to your preferences.
Moreover, you can choose to accept only certain types of cookies, such as those necessary for the site's functionality, and refuse those you don't deem appropriate.
Conclusion
Cookies are tools that improve your online experience, but it's important to be aware of how they work and how to manage them. We hope this article has helped you better understand what cookies are and the different types that exist. Now you're ready to browse more consciously and securely!
