Following on from our initial look at different styles of cookie pages – beginning with the BBC, Santander and Kickers UK– and with the dust on cookie law implementation still settling, here are some more insightful examples of how brands are doing it.
As is often the case with the static, T&C type pages that don’t get that much traffic, there’s little evidence that brands are working hard to tailor the content and tone of their cookies pages. Most are doing a good job of the perfunctory stuff – offering simple up-front explanations on the home page (often via a discrete pop-up message and a link to read more), as with NatWest:
5. All Things D
All Things D – which as a digital news site you’d expect to have a handle on such things – goes a step further with a more personal message that sounds like they’re really bothered about telling the user what they need to know about the (third-party) tracking cookies on their site: “We are telling you about them right upfront, and we want you to know how to get rid of these tracking cookies if you like.”
6. NI Insurance
Northern Ireland Insurance are not quite as open in their tone, but they go the extra mile in terms of usability, presenting instant access to cookie consent options via a third-party CookieQ:
Similarly, BT offers a great way of adjusting cookie settings with a super-simple, interactive ‘click & drag’ device:
8. Network Rail
How do you meet the challenge of cookie consent on mobile sites? Here’s a great example from Network Rail, with a simple 20-word pop-up message that tells the average user everything they’re likely to want to know. Ideal for travellers in a hurry.
9. Urban Outfitters
Perhaps not surprisingly, where banks, insurance companies and other corporate entities opt for the dry language that closely reflects the ICO’s own terminology, fashion brands are a little bolder in expressing themselves. Urban Outfitters begin their cookies page with: ‘We need to share our new cookie recipe with you.’ The rest of the copy reverts (mostly) to standard T&C-ese, comprehensive as any but rather clunky in design terms – all text and tables, which is shame for a brand that goes to such lengths on its e-commerce and community pages to provide engaging, visually-appealing content. So we shan’t bother with a pic.
Seems sensible to look at what the UK consumer champion ‘Which?’ is doing to introduce its readers to the new cookie regulations. Another pop-up in evidence here on the home page, but with a much more friendly message than most – rather like an old-fashioned public service announcement, which feels very on-brand:
There’s lots of ‘we’, ‘us’ and ‘you’ on their main cookies page, and the open and honest admission early in the copy that Which? is still working on a better cookie-control solution, acknowledging that the world – as far as cookies is concerned – is still in a state of flux:
‘We are working hard on a solution that will give you the choice and flexiblity to control the cookies that we place on your computer. In the next few months we will be bringing you a new method of controlling cookies placed by our websites. This is still under development but we will bring you full details once it is ready to be launched.’