Companies are being urged to ensure their websites are fully compliant with data protection laws.
The Information Commissioner’s Office wrote to 53 of the UK’s top 100 websites, warning they faced enforcement action if they did not make changes to advertising cookies to comply with data law.
A spokesperson said: “We’ve had an overwhelmingly positive response to our call to action. Of the 53 organisations we contacted, 38 have changed their cookies banners to be compliant and four have committed to reach compliance within the next month.
“Others are working to develop alternative solutions, including contextual advertising and subscription models.
“We expect all websites using advertising cookies or similar technologies to give people a fair choice over whether they consent to the use of such technologies.
“Where organisations continue to ignore the law, they can expect to face the consequences.
“We will not stop with the top 100 websites. We are already preparing to write to the next 100 – and the 100 after that.”
It confirmed that to accelerate its efforts, it is developing an AI solution to help identify websites using non-compliant cookie banners.
“Our advice to all organisations is to take action now to become compliant.
“We can already see the ripple effect of our intervention with many organisations making changes to cookie banners without receiving a letter from us.”
