Does the GN_PREF cookie need consent?

In the EU and the UK, yes. GN_PREF is a marketing cookie and needs consent before it is set under the GDPR, the ePrivacy rules and PECR. Under the CCPA and CPRA, visitors can opt out of its use for cross-context behavioural advertising.

How long does the GN_PREF cookie last?

GN_PREF usually lasts 1 year. The exact lifetime depends on the site's settings and the version of the script that sets it.

Who sets the GN_PREF cookie?

GN_PREF is set by Google. It is in the Marketing category.

How do I block or delete the GN_PREF cookie?

Visitors can delete GN_PREF in their browser's cookie settings. On your own website, a consent banner can keep the script that sets it waiting until the visitor accepts marketing cookies. Kukie.io's banner does this for known trackers by default, and for any other script you tag with its category.

Marketing

GN_PREF cookie

Set by Google.

What it does

This cookie is used to collect website statistics and track conversion rates and Google ad personalisation

Cookie name: GN_PREF
Category: Marketing
Provider: Google
Duration: 1 year
Data source: Open Cookie Database (opens in a new tab)

Consent

Needed in the EU and the UK

GN_PREF is in the Marketing category. In the EU and the UK, it needs the visitor's consent before it is set. Under California's CCPA, visitors can opt out of the sale or sharing of their personal information, including for cross-context behavioural advertising.

GDPR and ePrivacy (EU): Prior consent is needed before setting GN_PREF. Advertising and tracking cookies are never covered by the strictly necessary exemption.
UK GDPR and PECR: Consent is needed before setting GN_PREF.
CCPA and CPRA (California): Setting GN_PREF for cross-context behavioural advertising counts as sharing personal information: offer a "Do Not Sell or Share My Personal Information" opt-out and honour the Global Privacy Control signal.

Managing GN_PREF with a consent banner

A consent banner can keep the script that sets GN_PREF waiting until the visitor accepts marketing cookies. Kukie.io's cookie scanner finds GN_PREF and sorts it into a category. The banner holds back known trackers by default, and any other script you tag with its category waits too.

Learn more about script blocking

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