Ever wondered how websites seem to remember your preferences, like your login details or the items in your shopping cart? That’s the work of tracking cookies. These tiny data files are key to a personalized browsing experience but come with a trade-off: your online activity could be monitored for analytics and advertising.

In this blog, we’ll break down what tracking cookies are, how they work, and what steps you can take to protect your privacy while staying online.

Tracking cookies enhance the user experience

Tracking cookies are small data files stored on a user’s device by websites they visit, helping websites remember user information and preferences to enhance the browsing experience. While convenient, these features come with privacy trade-offs.

Are tracking cookies spyware?

Tracking cookies are not spyware, which is malicious software that steals sensitive data, whereas cookies are tools for data storage. The key difference between cookies and spyware lies in intent: cookies are typically used to enhance user experience, while spyware is used to harm.

However, tracking cookies can sometimes act like spyware when they collect extensive personal information without explicit consent. Some cookies even follow your activity across different websites to collect data on your browsing behaviour.

Cookies can be categorized into two types:

First-party cookies

Created by the website you are visiting, these cookies personalize and enhance the browsing experience by remembering settings, preferences, and login details so you don’t need to log in every time. These cookies also personalize content by displaying articles or videos based on past visits.

Imagine that you are on the Amazon site, looking to buy a new pair of running shoes. The website’s own tracking cookies will learn you are looking at the latest models of the item. As you continue to browse, you will later see at the bottom of the page a row of recommended footwear similar to the ones you previously looked at. It will even display sports-related items such as shirts, shorts, or socks.

Third-party cookies

Created by external websites usually involved in e-commerce, these cookies collect data for analytics and advertising purposes. Third-party cookies are placed on your device when you visit a website that embeds content from another domain, like ads, videos, or analytics tools. They then track your online behavior across multiple platforms to customize the ads shown to you or suggest relevant products. Typically, tracking cookies gather the following data:

  • Browsing history: Websites you’ve visited
  • Preferences: Language, location, or other personalized settings
  • Login details: Information to keep you logged in during future visits
  • Shopping habits: Items viewed or added to your cart

These pieces of information help websites deliver a tailored experience but are also shared with advertisers, raising questions about data privacy and sharing of personal information.

Expanding from our previous example, Amazon’s privacy notice indicates that its website shares your information with ad companies to “serve you with relevant ads from other advertisers.” Third-party tracking cookies embedded into your device from Amazon will have learned your browsing behavior so that when you visit another website, let’s say Facebook, the cookies automatically serve you ads for running shoes.

→Related: What Is Browser Hijacking?

The legalities of tracking cookies

Tracking cookies are not inherently harmful, but they can pose privacy risks and legal issues if misused. Here are some concerns:

  • Privacy invasion: Advertisers may use tracking cookies to build a detailed profile of your online habits.
  • Data sharing: Third-party cookies often share your data with multiple companies without your knowledge.
  • Potential misuse: While cookies don’t directly harm your device, the collected data could be exploited for targeted phishing attacks.

Their legality of tracking cookies varies across jurisdictions. While not inherently illegal, the business or website’s failure to disclose tracking cookies’ use or obtain your consent as a user can lead to legal issues.

Recent regulations emphasize user consent and transparency, requiring websites to disclose cookie usage and secure user permissions to minimize potential legal issues. These laws aim to enhance privacy protection, allowing you greater control over your online data and browsing experiences. It is the job of businesses to stay informed about these privacy laws and ensure compliance and build trust with users.

Consider taking action if you are uncomfortable with personalized ads, suspect your data is being shared without consent, or simply want more control over your online privacy. Regularly managing your cookies can help strike a balance between convenience and security.

Laws have been created to protect users against the harmful use of tracking cookies. For your awareness, here are the two most prominent frameworks:

General Data Protection Regulation

In the European Union, the General Data Protection Regulation (GDPR) has significantly impacted how websites use cookies in the European Union. Under GDPR, websites must:

  • Obtain user consent before setting tracking cookies
  • Clearly explain how cookies are used and what data is collected
  • Allow users to opt out of non-essential cookies

This regulation has led to the rise of cookie banners, ensuring transparency and giving users more control over their data.

California Consumer Privacy Act

In the United States, the California Consumer Privacy Act likewise regulates cookie usage, requiring businesses to:

  • Inform users about data collection practices
  • Provide an option to opt out of data sharing with third parties
  • Allow users to request the deletion of collected data.

These laws emphasize the importance of transparency and user choice in cookie management.

You can disable or block tracking cookies

To prevent tracking cookies from compromising your online privacy, adjust your browser settings to block third-party cookies, use privacy-focused browsers, or install browser extensions designed to enhance online security. Taking these steps can help protect your personal information from being tracked and shared.

  • Use private browsing: Browsers like Chrome’s Incognito mode or Safari’s Private Browsing prevent cookies from being saved.
  • Install tracker blockers: Extensions like Privacy Badger or Ghostery block third-party cookies.
  • Disable or block cookies: Many browsers allow you to disable cookies entirely or block third-party ones.

→Related: To Disable or Enable Cookies

The “Do Not Track” feature is a browser setting that requests websites to disable tracking of a user’s online activities. Though not legally binding, it reflects users’ preferences for privacy. However, websites are not required to honor this request, making its effectiveness dependent on individual website policies.

The implications of blocking all cookies

Blocking all cookies can protect your privacy but may also cause a bit of an inconvenience, such as:

  • Having to log in every time you visit a website
  • Losing saved preferences
  • Less personalization on websites

But these small inconveniences are a small consequence for having more control of your data, and a safer and more private online experience.

Clearing your tracking cookies

Another way to reduce tracking and ensure a more secure browsing experience is to regularly clear cookies. Most web browsers, like Chrome, Firefox, and Safari, allow you to delete cookies through their settings. To do this, navigate to the “Privacy” or “Security” section of your browser, find the option to clear browsing data, and select “Cookies and other site data.” You can choose to delete cookies from all websites or specific ones.

For added protection, consider using McAfee’s security products. Tools like McAfee Total Protection offer advanced features to block trackers, protect your identity, and secure your online activities. Additionally, McAfee Safe Browsing and McAfee VPN enhance privacy by encrypting your connection and shielding your data from prying eyes. Combining these solutions ensures comprehensive protection against tracking cookies and other online threats.

Final thoughts

Tracking cookies help businesses understand your user preferences, improve website experiences, and deliver personalized content. While beneficial for marketers, they may raise privacy concerns for users, prompting discussions about consent and data protection regulations. As such, make sure to always monitor how and when these websites track your cookies.

Security tools such as McAfee Total Protection, McAfee Safe Browsing, and McAfee VPN can enhance your privacy while browsing. Used together, these solutions ensure broader protection against tracking cookies and other online threats.