Europe’s top court says active consent is needed for tracking cookies

“Europe’s top court has ruled that pre-checked consent boxes for dropping cookies are not legally valid.

Consent must be obtained prior to storing or accessing non-essential cookies, such as tracking cookies for targeted advertising. Consent cannot be implied or assumed.”

“Sites that have relied upon opting EU users into ad-tracking cookies in the hopes they’ll just click okay to make the cookie banner go away are in for a rude awakening.”