How to manage cookie consent and GDPR compliance for news websites

With strict data privacy regulations like GDPR (General Data Protection Regulation) in the EU, news publishers must ensure they handle user data transparently. Non-compliance can lead to hefty fines, damage trust with readers, and limit ad revenue opportunities. Additionally, the ePrivacy Directive (often referred to as the Cookie Law) requires explicit consent for cookie usage, making proper implementation a legal necessity.

A well-managed cookie consent solution helps:

• Ensure legal compliance – Avoid fines and potential lawsuits by adhering to GDPR, the ePrivacy Directive, and other relevant data protection laws.
• Strengthen user trust – Readers are more likely to stay on a site that is transparent about data collection and respects their privacy.
• Protect ad revenue – Many advertisers require GDPR-compliant data collection for programmatic advertising campaigns.
• Improve user experience – A seamless, well-implemented banner prevents intrusive pop-ups and excessive disruptions to content consumption.
• Reduce regulatory risk – Keeping consent logs and compliance records ensures protection in case of audits.

Step 1: Conduct a comprehensive cookie audit

Before setting up a cookie consent solution, identify and categorise all cookies your website uses. Understanding which cookies are active allows you to determine which ones require consent under GDPR.

How to audit cookies on your news website:

1. Use automated scanning tools – Services like Cookiebot, OneTrust, or WebPageTest can detect cookies, tracking scripts, and storage mechanisms.
2. Categorise cookies based on function – Separate cookies into the following categories:
   • Strictly necessary – Essential for site functionality (e.g., login sessions, security features).
   • Functional – Enhance user experience (e.g., saved preferences, dark mode settings).
   • Analytics – Measure site performance and traffic (e.g., Google Analytics, Matomo).
   • Marketing – Used for advertising, retargeting, and personalisation (e.g., Facebook Pixel, Google Ads).
3. Identify third-party scripts – Review embedded social media widgets, advertising networks, and analytics tools to ensure compliance.
4. Document cookie data collection details – Record which cookies collect personal data, their purpose, retention periods, and whether they share data with third parties.

Step 2: Implement a GDPR-compliant cookie banner

Your cookie banner must inform users about data collection and provide clear options for consent. A poorly designed banner can lead to compliance issues, user frustration, and increased bounce rates.

Best practices for GDPR-compliant cookie banners:

• Use a simple, clear message – Avoid jargon and legalese; explain cookie usage in plain language.
• Offer granular consent options – Allow users to opt-in or opt-out of specific cookie categories instead of a single “Accept All” button.
• Ensure explicit consent – Pre-ticked boxes or implied consent are non-compliant under GDPR. Users must actively choose to opt-in.
• Make consent settings accessible – Users should be able to modify their preferences at any time via a persistent link in the footer.
• Log and store user preferences – Maintain detailed consent records for potential regulatory audits.
• Provide a ‘Reject All’ option – A fully compliant banner should allow users to refuse non-essential cookies easily.
• A/B test banner placement and wording – Ensure the banner is prominent but not intrusive, maintaining a balance between compliance and user experience.

Step 3: Update your privacy policy for transparency

A GDPR-compliant privacy policy must detail how user data is collected, stored, and shared. Transparency ensures compliance and builds trust with your readership.

What to include in your privacy policy:

• Types of data collected – Specify personal and non-personal data gathered through your site.
• Purpose of data collection – Explain why data is being collected (e.g., analytics, targeted advertising, user experience enhancements).
• Third-party sharing – List all partners that process user data and their role (e.g., ad networks, analytics providers, content syndication partners).
• User rights – Clearly outline users’ rights under GDPR, including access, modification, and deletion requests.
• Data retention policies – Specify how long user data is stored before deletion.
• GDPR compliance contact – Provide an email address or form where users can make data-related requests.
• Cookie consent revocation instructions – Explain how users can change or withdraw consent after initial agreement.

Step 4: Ensure compliance with ad and analytics platforms

Most news websites rely on third-party services like Google Analytics, Google Ad Manager, and Facebook Pixel, all of which require proper consent management.

How to make third-party scripts GDPR-compliant:

• Enable Google Consent Mode – Adjust Google Analytics tracking so it only activates after user consent.
• Configure Google Tag Manager (GTM) for compliance – Set up triggers so tracking scripts fire only if consent is granted.
• Use IAB’s Transparency and Consent Framework (TCF) – Many advertisers and programmatic platforms require compliance with the IAB framework.
• Regularly update your Consent Management Platform (CMP) – CMPs like CookieYes, Quantcast, or TrustArc help automate compliance with evolving privacy laws.
• Inform ad partners about your compliance approach – Some advertisers may require specific settings for GDPR compatibility.
• Allow opt-out for behavioural advertising – Ensure users can disable interest-based ads while still viewing non-personalised content.

Step 5: Monitor compliance and update policies regularly

GDPR compliance is an ongoing responsibility. Regulations evolve, new tracking technologies emerge, and user expectations shift over time.

How to maintain GDPR compliance effectively:

• Conduct periodic cookie audits – Re-scan your site regularly to identify new cookies and third-party scripts.
• Stay updated on privacy law changes – Regulations like the ePrivacy Directive, CCPA (California Consumer Privacy Act), and DMA (Digital Markets Act) may impact compliance requirements.
• Test cookie banners on all devices – Ensure banners work seamlessly across desktop, mobile, and tablet experiences.
• Educate your editorial and development teams – Everyone involved in website management should understand GDPR principles.
• Monitor user consent trends – Analyse acceptance vs. rejection rates to fine-tune banner messaging and placement.
• Prepare for data access requests – Ensure your systems allow users to retrieve, modify, or delete personal data easily.
• Audit third-party partnerships – Verify that ad networks, analytics providers, and marketing platforms adhere to GDPR standards.

Final thoughts

Managing cookie consent and GDPR compliance is essential for news publishers to protect user privacy while maintaining ad revenue. By implementing clear cookie banners, updating privacy policies, and ensuring compliance with third-party platforms, news websites can strike a balance between regulatory adherence and user experience. With evolving privacy laws, proactive monitoring and adjustments will ensure long-term compliance and audience trust.