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.prof-grid.no-aside{grid-template-columns:minmax(0,780px);}#dt-page .case-hero .head-media .prof-glance{position:static;width:100%;}#dt-page .art-grid>article.prose>h2:first-child,#dt-page .pillar-body>.prose:first-child>h2:first-child{margin-top:0;}#dt-page .head-lead p.lede,#dt-page .head-rest p.lede{font-size:inherit;}#dt-page .case-layout.no-aside{grid-template-columns:minmax(0,780px);grid-template-areas:\"main\";}#dt-page .case-hero .head-lead .definition{margin-top:22px;}#dt-page .case-hero .head-lead .def-text{font-size:16px;line-height:1.55;}#dt-page .case-hero .head-media .case-aside{position:static;}#dt-page .case-hero .head-media .factbox{margin:0;width:100%;max-width:none;}#dt-page .case-hero .head-media .case-aside{width:100%;}@media (max-width:900px){#dt-page .head-grid.hv2{display:flex;flex-direction:column;gap:0;}#dt-page .head-grid.hv2 .head-media{display:contents;}#dt-page .head-grid.hv2>.head-title{order:1;}#dt-page .head-grid.hv2 .head-media .definition{order:2;margin-top:22px;}#dt-page .head-grid.hv2 .head-media .r1-fig{order:3;margin-top:22px;}#dt-page .head-grid.hv2>.head-rest{order:4;}#dt-page .head-grid.case-hero>.head-rest{order:2;}#dt-page .head-grid.case-hero .head-media>*{order:3;margin-top:22px;}}#dt-page .tcta-band{padding:48px 0;}#dt-page .tcta{position:relative;overflow:hidden;display:grid;grid-template-columns:minmax(0,1fr) minmax(0,1.1fr);gap:40px;align-items:center;border-radius:16px;padding:40px 0 40px 40px;background:var(--ink);color:#fff;text-align:left;}#dt-page .tcta::after{content:\"\";position:absolute;right:-120px;top:-120px;width:360px;height:360px;border-radius:50%;background:radial-gradient(circle,rgba(16,185,129,.28),rgba(16,185,129,0) 70%);pointer-events:none;}#dt-page .tcta .eyebrow.on-dark{display:inline-flex;align-items:center;gap:8px;background:rgba(255,255,255,0.1);border:1px solid rgba(255,255,255,0.18);color:#8FE3C3;border-radius:999px;padding:6px 12px;font-family:'IBM Plex 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18px;font-size:13.5px;color:#E4EEE9;}#dt-page .tcta-more li{display:flex;gap:7px;align-items:flex-start;line-height:1.45;}#dt-page .tcta svg{width:14px;height:14px;flex-shrink:0;margin-top:3px;color:#6FE3B6;}#dt-page .tcta-act{margin-top:26px;display:flex;align-items:center;gap:16px;flex-wrap:wrap;}#dt-page .tcta-btn{display:inline-flex;align-items:center;gap:8px;background:var(--mint-fill);color:#fff;font-family:'Lato',sans-serif;font-weight:700;font-size:16px;border-radius:8px;padding:14px 22px;text-decoration:none;}#dt-page .tcta-btn:hover{background:#0C9A6E;}#dt-page .tcta-btn svg{width:16px;height:16px;margin:0;color:#fff;}#dt-page .tcta-g2{font-size:12.5px;color:#CFE0D8;}#dt-page .tcta-g2 strong{color:#fff;}#dt-page .tcta-g2 .stars{color:#E0A32E;letter-spacing:1px;font-size:11px;}#dt-page .tcta-fine{margin:12px 0 0;font-size:12.5px;line-height:1.55;max-width:52ch;color:#8FA69A;}#dt-page .tcta-shot{align-self:stretch;display:flex;align-items:center;}#dt-page .tcta-frame{width:calc(100% + 140px);border-radius:10px 0 0 10px;overflow:hidden;box-shadow:0 30px 60px -30px rgba(0,0,0,.55);border:1px solid rgba(255,255,255,.14);border-right:none;background:#fff;}#dt-page .tcta-frame .bar{height:26px;display:flex;align-items:center;gap:6px;padding:0 12px;background:#EEF2F0;border-bottom:1px solid var(--border);}#dt-page .tcta-frame .bar i{width:8px;height:8px;border-radius:50%;background:#C9D3CE;}#dt-page .tcta-frame img{display:block;width:100%;height:auto;}#dt-page .tcta-cap{margin-top:10px;font-family:'IBM Plex Mono',ui-monospace,monospace;font-size:10.5px;letter-spacing:.06em;text-transform:uppercase;color:#8FA69A;}@media (max-width:900px){#dt-page .tcta{grid-template-columns:1fr;padding:32px 24px 0;gap:28px;}#dt-page .tcta-shot{margin:0 -24px 0 0;}#dt-page .tcta-frame{width:100%;}}@media (max-width:600px){#dt-page .tcta h2{font-size:23px;}#dt-page .tcta-more{grid-template-columns:1fr;}#dt-page .tcta-btn{width:100%;justify-content:center;}}#dt-page .definition .def-text{font-size:16px;line-height:1.6;}<\/style><div id=\"dt-page\" class=\"dt-page\"><section class=\"pc-head\"><div class=\"wrap\"><nav class=\"breadcrumb\" aria-label=\"Breadcrumb\"><ol><li><a href=\"\/en\/\">Home<\/a><\/li><li><a href=\"https:\/\/datatrue.com\/en\/resources\/\">Resources<\/a><\/li><li><a href=\"https:\/\/datatrue.com\/en\/resources\/privacy-compliance\/\">Privacy &amp; Compliance<\/a><\/li><li aria-current=\"page\">European Union<\/li><\/ol><\/nav><div class=\"head-grid hv2\"><div class=\"head-title\"><span class=\"eyebrow\"><span class=\"dot\"><\/span>Privacy &amp; Compliance <span class=\"sep\">\/<\/span> Regional guide<\/span><h1>Website Tracking Compliance in the European Union<\/h1><div class=\"market\" aria-label=\"What applies in this market\"><div class=\"market-main\"><span class=\"market-code\" aria-hidden=\"true\">EU<\/span><p class=\"market-k\">What applies in this market<\/p><p class=\"m-line\"><strong>European Union<\/strong>: GDPR and the ePrivacy cookie rules.<\/p><\/div><div class=\"market-laws\"><p class=\"ml-k\">Law explainers for this market<\/p><div class=\"mini-tiles\"><a href=\"https:\/\/datatrue.com\/en\/resources\/privacy-compliance\/eprivacy-cookie-law\/\" class=\"mini-tile\"><span><span class=\"mt-type\">Law guide<\/span>ePrivacy \/ Cookie Law<\/span><\/a><a href=\"https:\/\/datatrue.com\/en\/resources\/privacy-compliance\/gdpr-for-analytics-tags\/\" class=\"mini-tile\"><span><span class=\"mt-type\">Law guide<\/span>GDPR for Analytics Tags<\/span><\/a><a href=\"https:\/\/datatrue.com\/en\/resources\/privacy-compliance\/google-consent-mode\/\" class=\"mini-tile\"><span><span class=\"mt-type\">Explainer<\/span>Google Consent Mode<\/span><\/a><a href=\"https:\/\/datatrue.com\/en\/resources\/privacy-compliance\/is-google-analytics-gdpr-compliant\/\" class=\"mini-tile\"><span><span class=\"mt-type\">Quick answer<\/span>Is GA GDPR Compliant?<\/span><\/a><\/div><\/div><\/div><\/div><div class=\"head-media\"><figure class=\"r1-fig r1-hero\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2026\/09\/H-LAW-EUUK.png\" alt=\"\" width=\"640\" height=\"440\"><\/figure><div class=\"definition\" id=\"definition\"><p class=\"def-kicker\">Summary<\/p><p class=\"def-text\">Website tracking is legal in the <strong>EU<\/strong>, but only with consent before your tags fire. The ePrivacy Directive decides whether you may place a cookie or fire a tag at all, and requires consent first. The GDPR governs the personal data that follows and sets the standard for valid consent. Non-essential tags wait for a real choice.<\/p><\/div><\/div><div class=\"head-rest\"><div class=\"head-lead\"><p>The EU is the strictest of the major markets on tracking, and it is where the consent-before-firing rule is most developed. Most of what a site needs to get right in the EU is about timing and choice: nothing non-essential runs before the visitor agrees.<\/p><p>The sections below cover the rules that govern EU website tracking, what compliance requires in practice, and what is changing. The last section shows how to verify your EU compliance.<\/p><\/div><\/div><\/div><\/div><\/section><div class=\"wrap\"><div class=\"art-grid\"><article class=\"prose\"><h2 id=\"the-rules-that-govern-eu-website-tracking\">The rules that govern EU website tracking<\/h2><div class=\"lead-stack\"><div class=\"lead-card\"><p><strong>The GDPR, for your tags.<\/strong> A tag may not process personal data, which can include cookie IDs and IP addresses, without a lawful basis, and for analytics and advertising that basis is consent collected first. <a href=\"https:\/\/datatrue.com\/en\/resources\/privacy-compliance\/gdpr-for-analytics-tags\/\">GDPR for analytics tags.<\/a><\/p><\/div><div class=\"lead-card\"><p><strong class=\"lead\">The ePrivacy cookie law.<\/strong> Article 5(3) requires consent before a site stores or reads anything on a visitor&#8217;s device, unless it is strictly necessary. This is the source of the cookie banner. <a href=\"https:\/\/datatrue.com\/en\/resources\/privacy-compliance\/eprivacy-cookie-law\/\">The ePrivacy cookie law.<\/a><\/p><\/div><div class=\"lead-card\"><p><strong class=\"lead\">Data transfers.<\/strong> Whether a tool like Google Analytics can send EU data to the US is a separate transfer question, resolved for now by the Data Privacy Framework. <a href=\"https:\/\/datatrue.com\/en\/resources\/privacy-compliance\/is-google-analytics-gdpr-compliant\/\">Is Google Analytics GDPR compliant?<\/a><\/p><\/div><div class=\"lead-card\"><p><strong>Consent Mode.<\/strong> Google&#8217;s mechanism for relaying EU consent to its tags. Google requires two newer signals for EEA traffic used for ad personalization and measurement, as its own policy separate from EU law. <a href=\"https:\/\/datatrue.com\/en\/resources\/privacy-compliance\/google-consent-mode\/\">Google Consent Mode v2.<\/a><\/p><\/div><\/div><h2 id=\"what-eu-tracking-compliance-requires-in-practice\">What EU tracking compliance requires in practice<\/h2><p>Three things carry the load. Collect consent before any non-essential tag fires. Make the choice real, with a reject option wherever there is an accept button (the EDPB&#8217;s position) and no pre-ticked boxes. And honor the choice, so tags a visitor declined actually stay off. Get those right and most of the EU picture is covered.<\/p><h2 id=\"what-is-changing\">What is changing<\/h2><p>The EU cookie rules are set to move, though not yet. The ePrivacy Regulation was withdrawn, and the Commission&#8217;s Digital Omnibus, proposed in November 2025, would relocate cookie-consent rules into the GDPR. As of September 2026 it is still a proposal and has not been adopted. The current rule remains consent before access. See <a href=\"https:\/\/datatrue.com\/en\/resources\/privacy-compliance\/eprivacy-cookie-law\/\">the ePrivacy cookie law<\/a> for the detail.<\/p><h2 id=\"how-to-verify-your-eu-compliance\">How to verify your EU compliance<\/h2><p>The core EU requirement, consent before firing and honoring the choice, is testable. DataTrue loads your site in a real browser, in each consent state, and records what every tag does, so you can confirm nothing non-essential fires before consent and that declined tags stay off. Sensitive Data Detection inspects the payloads with fictitious personas. The result is a timestamped record you can show a data protection authority. For specific EU enforcement actions, see our <a href=\"https:\/\/datatrue.com\/en\/resources\/enforcement-watch\/\">Enforcement Watch tracker<\/a>.<\/p><figure class=\"r1-fig r1-shot\"><div class=\"r1-crop\" style=\"max-width:860px\"><img decoding=\"async\" src=\"\/wp-content\/uploads\/2026\/09\/browser-region-selection-crop.png\" alt=\"Choosing where a DataTrue test runs from: Ireland, the USA, Canada, the UK, Australia or France.\" width=\"860\" height=\"630\" loading=\"lazy\"><\/div><\/figure><p><a href=\"\/en\/resources\/privacy-compliance\/consent-verification\/\">See how consent verification works<\/a><\/p><section class=\"faq-block\" aria-labelledby=\"questions\"><h2 id=\"questions\">Questions<\/h2><div class=\"faq-list\"><details class=\"faq-item\" open><summary>Is website tracking legal in the EU?<\/summary><p>Yes, with consent before your tags fire. The ePrivacy Directive requires consent before a site stores or reads anything on a visitor&#8217;s device, and the GDPR governs the personal data that follows. Non-essential analytics and advertising tags must wait for a freely given choice.<\/p><\/details><details class=\"faq-item\"><summary>Is Google Analytics legal in the EU?<\/summary><p>It can be, with consent collected before the tags load and a valid basis for transferring data to the US, currently the Data Privacy Framework. It is not legal by default. See the full answer on our Google Analytics GDPR page.<\/p><\/details><details class=\"faq-item\"><summary>Do I need a cookie banner in the EU?<\/summary><p>In practice yes, for any site using non-essential cookies or tags, because the ePrivacy rules require consent before those are set. Strictly necessary cookies, such as a login or cart, do not need consent.<\/p><\/details><details class=\"faq-item\"><summary>What is the strictest part of EU tracking law?<\/summary><p>The timing. Non-essential tags must not fire before the visitor consents, and a tag that fires on page load ahead of any choice breaks that rule. That is the part worth testing first.<\/p><\/details><\/div><\/section><\/article><aside class=\"toc\" aria-label=\"On this page\"><p class=\"toc-label\">On this page<\/p><ol><li><a href=\"#the-rules-that-govern-eu-website-tracking\">The rules that govern EU website tracking<\/a><\/li><li><a href=\"#what-eu-tracking-compliance-requires-in-practice\">What EU tracking compliance requires in practice<\/a><\/li><li><a href=\"#what-is-changing\">What is changing<\/a><\/li><li><a href=\"#how-to-verify-your-eu-compliance\">How to verify your EU compliance<\/a><\/li><li><a href=\"#questions\">Questions<\/a><\/li><li><a href=\"#related\">Related guides<\/a><\/li><\/ol><\/aside><\/div><\/div><section class=\"band alt\" aria-labelledby=\"related\"><div class=\"wrap\"><div class=\"section-head\"><h2 id=\"related\">Related guides<\/h2><\/div><div class=\"tile-grid\"><a href=\"\/en\/resources\/privacy-compliance\/consent-verification\/\" class=\"tile\"><span class=\"t-label\">Overview<\/span><h3>Consent Verification<\/h3><\/a><a href=\"https:\/\/datatrue.com\/en\/resources\/privacy-compliance\/eprivacy-cookie-law\/\" class=\"tile\"><span class=\"t-label\">Law guide<\/span><h3>ePrivacy \/ Cookie Law<\/h3><\/a><a href=\"https:\/\/datatrue.com\/en\/resources\/privacy-compliance\/gdpr-for-analytics-tags\/\" class=\"tile\"><span class=\"t-label\">Law guide<\/span><h3>GDPR for Analytics Tags<\/h3><\/a><a href=\"https:\/\/datatrue.com\/en\/resources\/privacy-compliance\/google-consent-mode\/\" class=\"tile\"><span class=\"t-label\">Explainer<\/span><h3>Google Consent Mode<\/h3><\/a><a href=\"https:\/\/datatrue.com\/en\/resources\/privacy-compliance\/is-google-analytics-gdpr-compliant\/\" class=\"tile\"><span class=\"t-label\">Quick answer<\/span><h3>Is GA GDPR Compliant?<\/h3><\/a><\/div><\/div><\/section><section class=\"tcta-band\"><div class=\"wrap\"><div class=\"tcta\"> <div class=\"tcta-copy\"><span class=\"eyebrow on-dark\"><span class=\"dot\"><\/span>30-day free trial<\/span><h2>See what your tags do in every consent state<\/h2><p class=\"tcta-sub\">DataTrue loads your real pages as a visitor who accepts, rejects, or sends an opt-out signal, and reads what each tag sends. A tag that ignores the visitor&#8217;s choice shows up in a test.<\/p> <div class=\"tcta-k\">What DataTrue checks<\/div><ul class=\"tcta-list\"><li><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3.5 8.5l3 3 6-7\" stroke=\"currentColor\" stroke-width=\"1.8\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>Every page, with coverage scans<\/li><li><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3.5 8.5l3 3 6-7\" stroke=\"currentColor\" stroke-width=\"1.8\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>Scheduled runs, with alerts when a result changes<\/li><li><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3.5 8.5l3 3 6-7\" stroke=\"currentColor\" stroke-width=\"1.8\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>Full journeys, like checkout and signup, in each consent state<\/li><li><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3.5 8.5l3 3 6-7\" stroke=\"currentColor\" stroke-width=\"1.8\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>What each tag sent, field by field<\/li><\/ul> <div class=\"tcta-k\">Also in the full platform<\/div><ul class=\"tcta-more\"><li><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3.5 8.5l3 3 6-7\" stroke=\"currentColor\" stroke-width=\"1.8\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>PII detection with test personas<\/li><li><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3.5 8.5l3 3 6-7\" stroke=\"currentColor\" stroke-width=\"1.8\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>iOS and Android app testing<\/li><li><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3.5 8.5l3 3 6-7\" stroke=\"currentColor\" stroke-width=\"1.8\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>Pre-publish testing for GTM and Adobe Tags<\/li><li><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3.5 8.5l3 3 6-7\" stroke=\"currentColor\" stroke-width=\"1.8\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>REST API, plus Slack and Jira alerts<\/li><\/ul> <div class=\"tcta-act\"><a class=\"tcta-btn\" href=\"https:\/\/datatrue.com\/en\/start-free-trial\/\">Start a free 30-day trial <svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3 8h10M9 4l4 4-4 4\" stroke=\"currentColor\" stroke-width=\"1.6\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg><\/a><span class=\"tcta-g2\"><span class=\"stars\">\u2605\u2605\u2605\u2605\u2605<\/span> <strong>4.6\/5<\/strong> on G2<\/span><\/div> <p class=\"tcta-fine\">The full platform, every feature, free for 30 days.<\/p><\/div> <div class=\"tcta-shot\"><div style=\"width:100%\"><div class=\"tcta-frame\"><div class=\"bar\"><i><\/i><i><\/i><i><\/i><\/div><img decoding=\"async\" src=\"\/wp-content\/uploads\/2026\/09\/consent-state-test-edited.png\" alt=\"A DataTrue opt-out consent test listing the tags that should be blocked, with pass or fail for each\" width=\"1402\" height=\"876\" loading=\"lazy\"><\/div><div class=\"tcta-cap\">A consent-state test in DataTrue<\/div><\/div><\/div> <\/div><\/div><\/section><\/div><script type=\"application\/ld+json\">{\"@context\":\"https:\/\/schema.org\",\"@type\":\"FAQPage\",\"mainEntity\":[{\"@type\":\"Question\",\"name\":\"Is website tracking legal in the EU?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Yes, with consent before your tags fire. 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