The Information Commissioner’s Office (ICO) has announced plans to review cookie compliance across the UK’s top 1,000 websites as part of its 2025 online tracking strategy. The initiative builds on the ICO’s earlier assessments of the top 200 UK websites, which led to concerns being raised with 134 organisations and reinforced the need for meaningful user choice in online tracking practices.
Stephen Almond, ICO executive director of regulatory risk, emphasised the impact of unchecked tracking: “Uncontrolled tracking intrudes on the most private parts of our lives and can lead to harm. For example, gambling addicts being targeted with betting ads due to their browsing history or LGBTQ+ people altering their online behaviour for fear of unintended disclosure of their sexuality. Our ambition is to ensure everybody has meaningful choice over how they are tracked online.”
The ICO’s strategy aims to strike a balance between protecting user privacy and supporting businesses in adopting compliant, privacy-friendly business models. To this end, the ICO has published new draft guidance on ‘consent or pay’ models, which give users the choice between accepting personalised adverts or paying to avoid them. The guidance offers a framework for organisations to ensure these models provide lawful and freely given consent.
The 2025 strategy includes plans to expand oversight beyond websites to apps and connected TVs, while also working closely with consent management platforms (CMPs) to improve compliance practices. Public-facing guidance is set to launch this year, helping individuals better understand their rights and navigate online tracking systems.
Almond added, “Tracking should work for everyone – giving people clear choices and confidence in how their information is used, while enabling businesses to operate fairly and responsibly. Our strategy ensures both.”
The ICO’s expanded focus underscores its commitment to holding organisations accountable while equipping businesses with the tools and guidance needed to comply with data protection laws.
The B2B Marketer, the online destination for B2B marketing professionals seeking valuable insights, trends, and resources to drive their marketing strategies and achieve business success.
