The Information Commissioner’s Office (ICO) is taking a hard look at how cookies get used on the UK’s top 1,000 websites. They want to empower consumers, making sure everyone knows how their data is collected and used.
So far, the ICO has checked out the top 200 websites and found issues with 134 of them—that’s about 67%. They’ve reached out to the website owners to address these concerns. The ICO is serious about making it clear: website operators must follow data protection laws. This means giving users real choices about how their data is handled.
Stephen Almond, the ICO’s executive director of regulatory risk, pointed out the risks involved with unchecked tracking. “Uncontrolled tracking intrudes on the most private parts of our lives,” he said. For instance, it can lead to gambling addicts getting targeted with more betting ads or LGBTQ+ individuals changing their online behavior out of fear of being outed.
The ICO believes everyone should have real control over their online tracking. They’re building on improvements seen last year among the top 200 websites and now shifting focus to the top 1,000, extending their scrutiny to apps and connected TVs as well. Almond noted, “We’ll keep organizations accountable, but we also want to help publishers create privacy-friendly business models.” Their goal is to mix advice and enforcement so businesses can flourish while people feel secure about their online experiences.
A significant part of their 2025 strategy is to ensure users have meaningful control over their data. The ICO plans to tackle the serious harms caused by improper online tracking. They’re also rolling out new resources for businesses to adopt better privacy practices. This includes draft guidance on tracking technologies like cookies and fingerprinting, as well as finalized guidance on “consent-or-pay” models that help companies balance tech innovation with data protection.
The consent-or-pay guidance clarifies how organizations can let users choose between personalized ads for free access to a service or paying to avoid ads. This provides a framework for businesses to demonstrate that users truly have a choice.
Almond summed it up well: “Tracking should work for everyone.” Clear choices and confidence in how information is used benefit both consumers and businesses, and that’s what the ICO aims to achieve.