Hold your fire
What is a tag manager?
A tag manager is a system designed to manage the lifecycle of JavaScript tags and other code snippets on a website. It allows you to handle all tags from a single interface, reducing the need to involve developers for changes to your website. The tag manager enables you to isolate specific content on your website in a tag and “fire” that tag when triggered by an event. For example, user consent may trigger a tag to set a targeting cookie, thereby initiating a marketing campaign.
Do I need prior consent?
The general rule is that you can only store or access information on a user’s device with the user’s prior consent. This rule applies to tags just as it does to cookies and other tracking methods. However, there are exceptions. For instance, if JavaScript tags or cookies are strictly necessary for a website’s functionality (such as for security or performance monitoring), obtaining user consent is not required. Similarly, privacy-friendly analytics cookies may also be used without consent.
In addition to seeking consent, you must inform users about the use of tags in your cookie policy. For more details on how to obtain consent and inform users, please refer to our Cookie Banner Smart Card.