Does the SRM_B cookie need consent?

In the EU and the UK, yes. SRM_B 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 SRM_B cookie last?

SRM_B 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 SRM_B cookie?

SRM_B is set by Microsoft. It is in the Marketing category.

How do I block or delete the SRM_B cookie?

Visitors can delete SRM_B 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

SRM_B cookie

Set by Microsoft.

What it does

Used by Microsoft for advertising purposes.

Cookie name: SRM_B
Category: Marketing
Provider: Microsoft
Duration: 1 year
Data source: Kukie.io

Consent

Needed in the EU and the UK

SRM_B 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 SRM_B. Advertising and tracking cookies are never covered by the strictly necessary exemption.
UK GDPR and PECR: Consent is needed before setting SRM_B.
CCPA and CPRA (California): Setting SRM_B 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 SRM_B with a consent banner

A consent banner can keep the script that sets SRM_B waiting until the visitor accepts marketing cookies. Kukie.io's cookie scanner finds SRM_B 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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