The guidelines now state that consumers must actively opt-in to specific types of cookies. Normally website cookies are divided into four groups; Technical (necessary), Functional, Statistics, and Marketing, often there’s also an Unclassified category for edge case or non-categorized cookies.
Technically necessary cookies do not require user consent in order to be applied. These cookies could be for storing cart information or support payment options. Anything else must be divided into other groups, allowing the user to opt-in at a group level.
We believe that this new, strict interpretation of the EU directive, essentially actively forbidding auto-enabled cookies may cause many website users to opt-out of all non-essential cookies. This of course pose some potential problems for e-commerce companies, for whom personalized content, based on cookie information, is a major part of the customer journey as all personalization cookies will be disabled at default.