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Last updated: 9 November 2026
The short answer
Usually yes. Under UK rules (PECR and UK GDPR), non-essential cookies and tracking, including most analytics and advertising pixels, need the visitor’s consent before they run. Check your set-up, and take advice if you are unsure.
What needs consent and what does not
| Cookie type | Consent needed? | Examples |
|---|---|---|
| Strictly necessary | No | Security, shopping basket, login |
| Analytics | Usually yes | Google Analytics |
| Advertising and remarketing | Yes | Google Ads and Meta pixels |
| Non-essential preferences | Usually yes | Personalisation not needed to run the site |
How it should work
- A clear banner with an equal option to reject.
- Tags that do not fire until consent is given.
- A cookie policy listing what you use and why.
- Records of what you collect and how long you keep it.
Not legal advice
This is general guidance. Check the ICO’s guidance or speak to a data protection adviser for your situation.
Quick answers
Does this affect our ad results?
Some tracking is lost when visitors decline. Plan for it and measure enquiries directly.
Can you review our website tags?
Yes. We can check what loads before consent and what your banner does.
Want your website’s tags and cookies reviewed? Book a free 20-minute call.
Related answers and guides
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