Cookie banners are some of the most ignored, most annoying and most misunderstood things on the web. Many UK sites show one they do not need, and many that do need one get it wrong. Here is what actually matters.
This is a practical guide, not legal advice. Check the ICO's guidance for your situation.
The rule in one sentence
Under PECR, you need consent before setting cookies or similar tracking on someone's device, unless the cookie is strictly necessary for something the visitor has asked for.
Cookies that do not need consent
- Keeping items in a shopping basket.
- Remembering that someone has logged in.
- Security cookies, such as those that protect forms from abuse.
- Remembering the visitor's cookie choice itself.
Cookies that usually need consent
- Advertising and retargeting cookies, such as Meta and Google Ads tags.
- Social media embeds and share buttons that track visitors.
- Most analytics tools.
The Data (Use and Access) Act 2025 relaxes consent for some low-risk uses, such as certain analytics, as its changes come into force. Until you have checked the ICO's current guidance, treat analytics as needing consent.
What a good UK cookie banner does
- Gives a clear choice: "Accept" and "Reject" buttons that are equally easy to use.
- Sets no optional cookies until the visitor accepts. Loading tracking tags first and asking later is not consent.
- Does not use pre-ticked boxes or "by continuing to browse you agree" wording.
- Explains briefly what each type of cookie does, with a link to a fuller cookie policy.
- Lets people change their mind later, usually through a link in the footer.
- Keeps a record of the choice each visitor made.
Common mistakes
- A banner with only an "OK" button.
- Making "Reject" hard to find, hidden behind a settings page, while "Accept" is one click.
- Analytics and advertising tags firing before the visitor chooses.
- A cookie policy that lists cookies the site no longer uses, or misses ones it does.
The simplest option: use fewer cookies
Every tracking tool you remove is one less thing to ask about. Many small business sites only need basic, privacy-friendly analytics and a contact form. If your site sets no optional cookies at all, you may not need a banner.
Does it hurt SEO?
A banner itself does not hurt your rankings, but a huge one that covers the page on phones can annoy visitors and slow the page down. Keep it compact, quick to load and easy to dismiss.
How we help
We audit which cookies your site actually sets, remove what you do not need, and set up a banner that blocks optional cookies until visitors choose. If you would like us to check your site, get in touch.