What does accept all cookies mean?

Definition

Accept all cookies is the button on a website's cookie banner that lets the site, and often its advertising and analytics partners, store small files on your device, including ones that are not needed for the site to work.

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Privacy
Also called
accept all cookies, accepting all cookies
Last updated

A cookie is a small file that a website places on your device. The ICO, the UK's data protection regulator, says cookies can remember your preferences, record what you have put in a shopping basket and count the number of people looking at a website. The cookie banner is how a site asks whether you agree to the cookies that are not strictly needed.

Clicking "Accept all" says yes to every category the site lists. That usually includes analytics cookies (counting visits), preference cookies and advertising cookies, some set by third parties rather than the site you are visiting. Third-party advertising cookies are how a company can recognize your browser across different sites and build up a picture of your interests.

Clicking "Accept all" does not break the site. Most sites work fine if you reject the optional cookies, so the decision is yours.

What the rules say

The ICO's guidance says consent has to involve some form of unambiguous positive action, and that simply carrying on using a website does not count as valid consent. The ICO has also told website operators that a banner without an equally prominent way to refuse may mean consent from clicking "Accept all" cannot be regarded as freely given, specific or informed. That is why many banners now show a "Reject all" button next to "Accept all". These are UK rules; other countries have their own.

  • Reject all turns down every optional cookie. Essential cookies, such as the ones that keep items in your basket, still work.
  • Manage preferences lets you accept some categories and not others.
  • Clearing cookies deletes the ones already on your device. It does not change what you agreed to on the next visit.

How to protect yourself

  1. 1

    Choose reject all or manage preferences

    If the banner offers it, reject the optional categories. The site will still work.

  2. 2

    Clear your cookies now and then

    In your browser settings, delete cookies and site data, then sign back in only to the sites you use.

  3. 3

    Block third-party cookies in your browser

    Most browsers have a setting to block them, which limits how easily advertisers can follow you across sites.

  4. 4

    Look for the cookie settings link

    Many sites keep a link in the footer where you can change your choice later.

  5. 5

    Remove the listings built from your browsing and records

    Cookies are one source of data about you. Serus finds where your address and phone number are listed on people-search sites and removes them.

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Frequently asked

Is it safe to accept all cookies?

It will not harm your device, but it lets the site and its partners track your activity for analytics and advertising. If you do not want that, reject the optional ones.

What happens if I reject cookies?

Essential cookies still work, so the site usually works normally. You may see less personalized content or have to set preferences again on the next visit.

Can I change my mind after I accept all cookies?

Yes. Look for a cookie settings link on the site, or clear cookies and site data in your browser settings and you will be asked again.

Sources

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Cookie preferences

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Strictly necessary

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