Public Relations


No more cookies? Crumbs...

June 2022

Reading time: 3 minute(s).

The despair in the office was tangible as word spread that there may be no more cookies. 

The Garibaldis would be gone.  

The digestives would be ditched. 

The bourbons would be banished. 


When we found out this was a plan from the golden-haired honey monster at No 10, rather than the cuddly blue one who lives on Sesame Street, our relief was short-lived. 

Delight at knowing our sugary treats were not being stopped was overtaken by the realisation that if the Government has its way, all that glorious data that informs our marketing strategies will be reduced to crumbs. 

For the average person, not having to click on the annoying pop-ups on every webpage visited to ‘accept cookies’ without having the gratification of a chocolate chip is a definite win. But marketing professionals are already researching ways to stop this being an out and out disaster. 

But before we crack open a packet of Marylands and start comfort eating, let’s have a closer look. 


First things first, what is a cookie?

Essentially, it’s a bit of computer coding that’s created when someone visits your website. It can collect analytics information about the visitor, including the number of times they visit, language settings and their activity on the site. This is a first-party cookie. 

Advertisers, for instance, can place codes on websites other than their own – these are third-party cookies, and allow the creator of those codes to track a user’s visits to any website where the third-party cookies have been placed. This enables a business to learn about someone’s online habits, not just on their own website. 

What is the Government planning?

Boris Johnson and his friends are looking at a new Data Reform Bill and propose to introduce legislation that will replace policies in the EU’s General Data Protection Regulation. Remember when GDPR was introduced about four years ago?

Well, our Government wants to get rid of those rules and replace them with our own – one of which will mean the end of pop-up cookies.  

It is all in the early stages, but the Bill is supposed to be introduced during this session of Parliament. 

What can we do about it?

At the moment, the honest answer is we don’t know. Until we see the details of all the proposals, we would just be guessing.

We do know that cookies are not the only technology used to track online activity, but digital marketers will be looking for more details emerging before they can plan a way forward.

In the meantime, we can only watch and wait – with a packet of our favourite cookies. 

June 2022 | Harrison Wong