According to SERNAC's research, 95% of users reject additional cookies with designs that promote privacy
An experiment conducted by SERNAC identified cookie advertisements that facilitate the protection of consumers' personal data on the Internet.
The experiment, based on behavioral sciences, had the participation of more than 70 mil unique users.
In March 2022, SERNAC released the results of the first experiment in Chile on cookie configuration preferences, concluding that if the messages used to request consent for their use are explicit and have a design that facilitates the option to object to additional cookies, 95% of the participants reject them, protecting their personal data.
The experiment aimed to identify the formats and messages that make it easier for people to reduce the delivery of their personal data when browsing the Internet when not aligned with their preferences. 70,208 unique users took part in the study.
The experience included a series of messages that SERNAC made available on its website informing about the use of cookies and asking users for their consent to evaluate the configuration preferences.
The experiment included five prototypes based on the best standards of the European regulation on personal data protection and the messages that users face most frequently. In contrast, it also included a representative message that some national websites use more regularly.
Each prototype included similar alterations to what is requested in real life when asking for additional cookies. In addition, the research incorporated information about the use and purpose of cookies, modifying default options (opt-in/opt-out). Also, aesthetic manipulations were added to highlight options that motivate or discourage decisions that restrict the acceptance of additional cookies (dark or bright patterns).
The study concluded that two of the prototypes designed by SERNAC increased the probability of consumers rejecting additional cookies by 94 and 86 percentage points.
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