When you open a new website, do you choose to either accept or reject all cookies? New research suggests that choosing to reject cookies may actually reveal more information about yourself than if you simply “accept all cookies.”
In this digital age, cookies, which are pieces of data, are stored on our devices for various purposes such as remembering login information. However, cookies can also be used to track online behavior and tailor ads to individuals. This has led many people to refuse cookies in order to keep their personal information private and to prevent companies from using their data for marketing purposes.
Surprisingly, recent research presented at NeurIPS 2023 has shown that certain demographics are more likely to reject cookies, which could have implications for advertisers. Contrary to popular belief, rejecting cookies does not necessarily mean hiding one’s identity.
Results from the study showed that acceptance of cookies varies depending on the country and age of the individual. For example, individuals in the US over the age of 34 were more likely to refuse cookies, inadvertently sharing more of their data.
Advertisers could access five pieces of information from a person who accepts cookies, but only two pieces from a person who rejects them. In other words, declining cookies may not necessarily protect your identity. This demographic, which includes older adults, has been found to have less trust in tech companies and is more likely to reject cookies as a result.
It is important to note that the privacy laws in the United States are not as stringent as those in the EU, meaning that user data may not be as protected, especially for individuals who reject cookies.
Privacy is important to some people, but not to everyone
Researchers have found that older Americans are less likely to accept cookies, with only 28% of them choosing to do so. This compares to 40% of younger Americans who typically accept cookies. This indicates that the decision to reject cookies has a greater impact for younger Americans in protecting their identity.
The authors of the research are hopeful that their findings will help shape regulations for new technologies such as AI and inform policymakers. They emphasize that the decision to accept or reject cookies is not as simple as it may seem and may not always produce the intended effect.
So… does it make sense to refuse cookies?
Ultimately, the impact of privacy decisions is more complex than users may realize, and there are no definitive answers. Some recommendations include using more privacy-friendly browsers and supporting stronger privacy laws and regulations.
About our experts
Dr. Elizabeth Daly is a computer research scientist leading the Interactive AI Group at IBM Research in Dublin. She has published research in journals such as Frontiers of Artificial Intelligence and Artificial Intelligence Research Journal.
Dr. Eric Mealing is a researcher at IBM Research with publications in Advances in Neural Information Processing Systems, American Control Conference (ACC), and International Conference on Decision Making and Game Theory for Security.
Source: www.sciencefocus.com
