Mumbai: On the occasion of Data Privacy Day, the Advertising Standards Council of India (ASCI) Academy, in partnership with PSA Legal and Tsaaro Consulting, unveiled a white paper titled “Navigating Cookies: Recalibrating Your Cookie Strategy in Light of the DPDPA.” The comprehensive report emphasizes cookie consent management, aligning it with compliance under India’s new Digital Personal Data Protection Act (DPDPA).
This publication builds on ASCI’s earlier work, including the “Privacy and Progress: Pillars of Digital Bharat” paper published in March 2023, aimed at preparing businesses for DPDPA compliance.
Cookies, a cornerstone of modern digital advertising, enable personalized content and efficient website interactions. However, the white paper highlights growing concerns over user privacy, transparency, and autonomy in the face of unclear data collection practices.
A recent dipstick study by Tsaaro Consulting, featured in the report, analyzed the cookie consent mechanisms of India’s top 50 websites, which collectively drew 30 billion visits in December 2024. Alarmingly, only 6% of these websites adhered to the DPDPA’s specific consent requirements, underscoring the urgency for organizations to implement best practices ahead of the anticipated compliance deadlines.
Key Insights from the White Paper:
- Compliance Gaps: Indian websites demonstrate significant shortcomings in implementing granular cookie consent models required under the DPDPA.
- Global Precedents: The paper references international standards, including GDPR, to outline best practices in user transparency and control.
- Opportunities for Advertisers: By embedding privacy-first approaches, advertisers can transform compliance into a competitive advantage.
- Industry Insights: The report examines cookie practices across industries, such as e-commerce, technology, social media, and healthcare, to identify sector-specific challenges and solutions.
Manisha Kapoor, CEO & Secretary-General, ASCI, said, “This white paper equips advertisers with the knowledge to build privacy-centric cookie practices that foster transparency and consumer trust. With the DPDPA, organizations have a unique opportunity to redefine their approach to data privacy.”
Dhruv Suri, Partner at PSA Legal, added, “The convergence of privacy, technology, and law presents an opportunity for advertisers to turn compliance into customer loyalty. Leveraging global standards can guide the path forward for India’s evolving data privacy landscape.”
Akarsh Singh, CEO of Tsaaro Consulting, emphasized, “Cookie consent has evolved into a strategic pillar of modern advertising. Closing the gap between compliance and practicality is crucial for building a privacy-respecting digital ecosystem.”
The report provides actionable recommendations for crafting effective cookie policies and navigating complex regulatory requirements, signaling a significant step toward fostering a privacy-conscious business environment in India.
