Last October, the CNIL issued new recommendations with regards to the consent of internet users to cookies and other digital trackers. In collaboration with Didomi, Orange has been working for several years on the subject of cookies and trackers, anticipating some of the work needed to be ready for the March 2021 CNIL deadline. Do you want your company to be next? Why not start by finding out how Orange did it?
The CNIL's recommendations: the main factors to take into account
The changes set out by the CNIL are numerous, but three of them have caught our attention the most. They are that :
Scrolling and continuing to browse can no longer be considered valid forms of consent, as valid consent requires a positive action from the user.
There must be a visual symmetry between the button "Accept" and the button "Refuse", and both must appear on the first layer of the consent notice.
The duration of validity of the consent to the deposit of cookies and tracers has been changed from 13 months to 6 months; however, this is more of a recommendation than an obligation.
Good to know: The recommendations issued by the CNIL concern all types of companies, regardless of size, and all types of devices, whether that be computers, tablets, mobiles, TVs or connected speakers...
Compliance must be ensured by 31 March at the latest. Many companies have already embarked on their action plan to ensure compliance with the CNIL recommendations. This is precisely what Orange, Didomi's customer for many years, has chosen to do thus tackling this important project head on.
Indeed, Orange is wise in starting early because the scope of the CNIL's recommendations is potentially very extensive. Indeed, they do not only concern web & mobile sites and the cookies deposited on them: they also take into account mobile applications and trackers used on other connected devices.
Not started your transition to compliance yet? Find out how Didomi's solution can help you.
A specific use case: Orange
Orange, one of France's leading telephone operators
With an international presence, Orange is France's main telephone operator. Leader in the market in most European countries, the company employs nearly 150,000 people worldwide. Orange offers a wide range of services to its customers, starting with residential and mobile communication services for individuals and professionals, as well as a mobile bank, information sites and an advertising agency.
Didomi's goal is to enable companies like Orange to put consent at the heart of their digital operations, and that's exactly what we've been helping Orange do since the beginning of our collaboration.
Thanks to Didomi's Consent Management Platform, Orange will be able to easily comply with the recommendations of the CNIL, while at the same time maintaining high consent rates without sacrificing customer experience and transparency.
Indeed, what makes Orange so unique is that it is also an advertising network, selling space to advertisers who wish to target specific user profiles. As this targeting is largely based on the deposit of cookies, it becomes all the more important to understand and prioritise the need for consent.
Consent management with Didomi
In the interests of transparency and performance, Orange wasted no time in creating an action plan for managing consents. The company naturally chose to integrate the CMP proposed by Didomi for this purpose.
Firstly, the Didomi solution enabled Orange to list all its solutions and cookies. This is done using Didomi technology via our Console, which offers a dedicated Compliance Report.
At the same time, Orange has been working a lot with its teams who centralise the deployment of the solutions in charge of the TMS (Tag Management System) in order to identify the new solutions that appear and submit them for consent from the outset.
Thanks to our CMP, Orange not only has a CNIL-labelled tool, but it can also carry out numerous A/B tests to propose cookie banners that meet the expectations of its users. The goal? To maintain high consent rates to ensure efficient monetisation.
Orange has understood this and has already capitalised on it by looking at its main indicators, namely the percentage of page views for which consent has been validated, or the rate of consent per device.
As a result, Orange has implemented a plan for A/B Testing:
A/B testing on the format: Should the request for consent take the form of a banner? A pop-in? Should the banner appear on all pages?
A/B testing on message structure and wording: What should the buttons look like? What wording should be used to interest and inform the user? As an example, Orange realised that the more text there was, the more worried the user was and the more difficult it was for him to make a choice.
Of course, the Didomi CMP is also able to incorporate the new recommendations of the CNIL.
As demonstrated in the image above, the Orange consent notice is CNIL compliant thanks to the Didomi solution. The "reject all" option is clearly stated on the first level of the banner. Consent by scrolling or continued navigation is not allowed.
Thanks to the Didomi Console, Orange was able to quickly and easily integrate these recommendations into its cookie banner before the end of March.
Want to know how Didomi customers integrate these changes easily in the Didomi Console? Read our article on the subject here.
The result of our collaboration
Thanks to Didomi's CMP, Orange has a consent management tool capable of listing all of the trackers used, and identifying any loopholes in its consent policy so that it can be continuously updated.
The recommendations issued by the CNIL are likely to have a (negative) impact on the rate of consent, since refusal will be simpler. However, customers appreciate brands that respect their right to privacy: they are more likely to trust them and give their consent. Due to this, UX is of paramount importance.
Orange integrates the Didomi solution into its tools on a daily basis to ensure GDPR and CNIL compliance without impacting its performance.
Are you looking for a solution to achieve GDPR compliance? Contact our teams to find out more about our CMP.
A CMP offers the advantage of being constantly up to date from a regulatory point of view, of providing access to a quality support service, of offering useful features such as A/B testing to improve your consent rates, and of customising the user interface to suit your brand.
Ensure your company is compliant as of now with Didomi
Is your website non-compliant with the latest CNIL recommendations? You have until 31 March to comply. However, we recommend that you act now. Find out why here.
Would you like to set up an action plan to ensure your compliance with the GDPR and the latest CNIL recommendations today? Contact us.