The Autoriteit Persoonsgegevens (AP) has warned more than 200 websites about their cookie banners. About three-quarters have since changed them. The approach is working. The AP is now taking enforcement action against organizations that have not adjusted their cookie banners. People must be able to determine themselves what happens to their data and thus remain in control of their own lives.
Tracking software can deeply invade personal privacy. Tracking cookies allow organizations to follow people for long periods of time, building profiles and predicting behavior. The data released in the process is often shared with dozens or hundreds of other parties - out of sight of the people concerned. This is why strict rules apply: only if someone truly freely chooses to do so may his or her Internet behavior be tracked or used.
Monique Verdier, vice president of the AP: "With our warnings, we help organizations improve their cookie banners. But those who don't change anything even after a warning can expect investigations or a fine. People should really be free to choose whether they want to be tracked. The easiest way to respect that is not to use any tracking software. Then no cookie banner is needed either. Where organizations do use tracking software, they must strictly adhere to the rules and inform visitors honestly and clearly.'
Verdier: "Many people do not realize what is happening with their data. If you do your shopping today or buy something online, tomorrow you may unknowingly end up in a profile that determines what offers, loans or insurance you will or will not get. That directly touches on equal opportunity and control over your own life. Companies need to realize: data is not a commodity. It's about people.'
Since April 2025, the AP has been structurally checking whether websites in the Netherlands are properly asking permission for tracking cookies. The AP continues to actively monitor websites and tackles organizations that do not have their affairs in order.
Cookies are small files that allow websites to track visitor behavior or preferences. A cookie banner is the window requesting permission to do so. According to the law, a tracking cookie may only be placed if someone has given consent voluntarily and based on clear, accurate information.
