The rules on cookies may not have substantively changed since 2011, but regulatory guidance has significantly evolved in the last few years, addressing concerns with increasingly intrusive uses of these technologies to track individuals and send them ads.

Recent developments have brought this issue, previously seen as a low-risk area, to the forefront of many organisations’ and privacy professionals’ minds. This includes the Information Commissioner’s Office (ICO) writing to many of the UK’s top websites to address cookie compliance concerns.

In this article, we look at how the regulatory approach has developed in recent years and what this means for organisations navigating the challenges of cookies consent.