Expertise: tag managers

Hold your fire

What is a tag manager?

A tag manager simplifies the use of JavaScript tags, used in online content to interface with applications such as web analytics and advertising. The tag manager allows you to isolate specific content of your website in a tag and “fire” that tag based on rules or events. For example, user consent may trigger a tag to place a cookie to start a retargeting or other marketing campaign.

Do I need prior consent?

The general rule is that you can only store or readout cookies and scripts with a visitor’s prior consent. This doesn’t apply to all cookies and scripts, like ones which are purely functional or privacy-friendly. The Netherlands Authority for Consumers and Markets [ACM] recently has clarified that website owners may use tag managers without prior consent, even though there is no formal legal exception.

That is good news. Are there any conditions?

There are several. First of all, you must inform users of the tag manager in your cookie policy. You should also make sure that you don’t use the tag manager for other purposes and that you don’t include unique identifiers. If you’d like to know more, it’s probably easiest to ask us for a detailed explanation.