Many websites nowadays already display banners about the use of cookies, a practice permitted by the General Data Protection Law (LGPD). These banners must inform the user about the collection of their data and allow them to configure which types of cookies they wish to activate, whether for marketing, statistics, passwords, preferences, etc.
However, what happens on some web pages is that if the user does not accept all cookies, the content does not load, making data collection mandatory for anyone who wants to consume that information.
When you open a website that uses a cookie wall, no cookies are active and a banner appears on the screen, making it impossible to read the content. The only option to continue on the page is to click "I accept" and allow the browser to collect information.
The big issue is that this practice is not permitted by data protection laws, such as the LGPD in Brazil and the GDPR in Europe. Consent regarding the use of cookies, when it is mandatory to have the access to the website, it is not valid according to these laws.
Alternatives to the Cookie Wall
Since it's not possible to restrict a user's access to the site if they don't allow the use of cookies, the banner needs to be inviting and explain why this data is important.
Ao build your bannerUse the visual identity already employed on your website, such as the colors and language that users expect. Take advantage of this banner space to explain why cookies are important and the advantages of allowing their use.
When you have user information through cookies, you can provide a better experience by displaying content that is more relevant to that person's browsing history.
Cookies also allow us to gather more data about our audience and use that information to attract advertisers. So, when discussing this type of data collection for this purpose, it's best to be transparent.
Explain the importance of advertising, the need for profitability to invest in the website, and the role users play in keeping the page running at its best possible quality.
When the audience feels connected to the site's purpose and perceives the quality of the content, they are more likely to support the project in any way they can, whether by sharing data or paying for a subscription.
More transparent relationships
Having a cookie wall is similar to asking your reader for personal information about their life in order for them to read the pages of your newspaper; in other words, it doesn't make sense to them. Consumers today are increasingly informed about privacy and no longer accept visiting a website that asks for this kind of information in exchange for consuming its content.
With the LGPD (Brazilian General Data Protection Law) coming into effect in August 2020, we will enter a new era in which people will have more information about their right to data privacy, and companies will need to adapt to this new consumer mindset. Reinforce transparency in your relationship with your consumers and invest in a good relationship with your audience so that providing data doesn't have to be mandatory and people want to collaborate with your company spontaneously.
