Does the _fbp cookie need consent?

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

_fbp usually lasts 3 months. The exact lifetime depends on the site's settings and the version of the script that sets it.

Who sets the _fbp cookie?

_fbp is set by Facebook. It is in the Marketing category.

How do I block or delete the _fbp cookie?

Visitors can delete _fbp 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

_fbp cookie

Set by Facebook.

What it does

Used by Facebook to deliver advertisements.

Cookie name: _fbp
Category: Marketing
Provider: Facebook
Duration: 3 months
Data source: Kukie.io

Consent

Needed in the EU and the UK

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

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