EUROPA websites must follow the Commission's guidelines on privacy and data protection and inform users that cookies are not being used to gather information unnecessarily.
The ePrivacy directive – more specifically Article 5(3) – requires prior informed consent for storage or for access to information stored on a user's terminal equipment. In other words, you must ask users if they agree to most cookies and similar technologies (e.g. web beacons, Flash cookies, etc.) before the site starts to use them.
For consent to be valid, it must be informed, specific, freely given and must constitute a real indication of the individual's wishes.
HOW TO CONFIGURE
If Cookie Consent is enabled, there are changes that you need to do in your GTM account
Universal Analytics tag
- Go to GTM -> Triggers and create a new trigger called Event Equals Cookie Consent Granted, it must be of type custom event and for event value put: cookieConsentGranted
- Go to GTM -> Tags end edit your Universal Analytics tag, under firing options remove "All pages" and add "Event Equals Cookie Consent Granted"
- Save configuration and publish new container version
With this configuration, the UA tag will fire whenever cookieConsentGranted event get pushed into dataLayer. This is done when customer accepts cookies or automatically on every other page (presuming consent was granted)
IMPORTANT: If Cookie Consent is deactivated from configuration your MUST revert the changes described above, otherwise UA tag will no longer fire and tracking will not work anymore.