{"id":297,"date":"2021-11-22T14:14:00","date_gmt":"2021-11-22T12:14:00","guid":{"rendered":"https:\/\/www.sabatka.net\/cs\/?p=297"},"modified":"2025-08-26T19:52:20","modified_gmt":"2025-08-26T17:52:20","slug":"gdpr-cookie-bars-finaly-in-czechia","status":"publish","type":"post","link":"https:\/\/www.sabatka.net\/en\/gdpr-cookie-bars-finaly-in-czechia\/","title":{"rendered":"Cookie bars finally in the Czechia"},"content":{"rendered":"\n<p>The Chamber of Deputies has passed an amendment to the Electronic Communications Act. This brings fundamental changes to the use of cookies on websites. Although the law is still awaiting the president&#8217;s signature, it is likely to come into force on January 1, 2022. What does this mean and what needs to be done before then?<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"800\" height=\"533\" data-src=\"https:\/\/www.sabatka.net\/wp-content\/uploads\/2021\/11\/cookie-banners-in-czechia-2.png\" alt=\"\" class=\"wp-image-317 lazyload\" data-srcset=\"https:\/\/www.sabatka.net\/wp-content\/uploads\/2021\/11\/cookie-banners-in-czechia-2.png 800w, https:\/\/www.sabatka.net\/wp-content\/uploads\/2021\/11\/cookie-banners-in-czechia-2-300x200.png 300w, https:\/\/www.sabatka.net\/wp-content\/uploads\/2021\/11\/cookie-banners-in-czechia-2-768x512.png 768w\" data-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 800px; --smush-placeholder-aspect-ratio: 800\/533;\" \/><\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">What exactly is changing?<\/h2>\n\n\n\n<p>Until now, the Electronic Communications Act has applied the opt-out principle, which means that when a user visits your website, you notify them that you use cookies, but you start using them immediately after they arrive on the website. Typically, this takes the form of a banner stating &#8220;This website uses cookies. By using this website, you agree to this practice.&#8221;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" data-src=\"https:\/\/cdn.prod.website-files.com\/6200dd790e2fff7c222b76f5\/62542e94905aa8e3eb2e1919_614d844789e9ef380f5e71d9_Untitled.png\" alt=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" \/><\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Users will now be required to give their explicit consent to the use of cookies, e.g., by clicking on the &#8220;I agree&#8221; button, etc. Only then can cookies and other similar technologies be used. This is how the <a href=\"http:\/\/idnes.cz\" target=\"_blank\" rel=\"noopener\">idnes.cz<\/a> server handles consent:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/cdn.prod.website-files.com\/6200dd790e2fff7c222b76f5\/62542e943dfe4e0638fc60ec_614d845311af4dab54057a3c_Untitled%2520(1).png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Notes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The law also applies to similar technologies, such as browser storage, etc. It is therefore not possible to simply replace cookies with another technology that stores data on the user&#8217;s computer.<\/li>\n\n\n\n<li>The law does not apply to technically necessary cookies, such as those required for logging into a service or saving an e-shop shopping cart.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">What does this mean in practice?<\/h2>\n\n\n\n<p>Cookies are used by many tools on the web. These include, for example:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>measurement tools \u2013\u2060 Google Analytics, Hotjar, Smartlook, etc.,<\/li>\n\n\n\n<li>remarketing platforms \u2013\u2060 Google Ads, FB pixel, Sklik Remarketing, etc.,<\/li>\n\n\n\n<li>conversion codes \u2013\u2060 Google Ads, FB pixel, Sklik Remarketing, etc.,<\/li>\n\n\n\n<li>affiliate measurement codes \u2013\u2060 CJ, AffilBox, etc.,<\/li>\n\n\n\n<li>chat tools \u2013\u2060 SmartSupp, etc.,<\/li>\n\n\n\n<li>videos embedded in websites \u2013\u2060 YouTube, Vimeo, etc.,<\/li>\n\n\n\n<li>social media buttons for sharing or commenting \u2013\u2060 FB like box, etc.,<\/li>\n\n\n\n<li>and more.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>All these platforms and tools will need to be modified so that they do not use cookies without users&#8217; consent. If you manage a website or e-shop, you will almost certainly have a lot of work ahead of you.<\/p>\n\n\n\n<p>However, in addition to the technical adjustments themselves, the change will have other consequences. Some users will not give you their consent to use cookies (and you can assume that this will be more than 50%, which will have further consequences), and some of these consequences can already be predicted:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Drastic reduction in the performance of remarketing and RTB campaigns \u2013\u2060 you will not be able to target remarketing ads to users who have not given their explicit consent. In practice, this could be half of all users in the best-case scenario. Operators are trying to work around this, e.g., AdFom has introduced the concept of First-Party ID.<\/li>\n\n\n\n<li>Inaccurate data in Google Analytics \u2013\u2060 even without cookies, you can run Google Analytics code, but users without consent will appear as single-page visits (bounces). Each additional page will be considered a new visit and a new user. It will therefore be quite difficult to evaluate conversion measurements even within sessions, and multifunnel will be almost impossible.<\/li>\n\n\n\n<li>The end of campaign evaluation in marketing platform interfaces \u2013\u2060 the number of conversions recorded in conversion codes (Google Ads, Sklik, Heureka, Zbo\u017e\u00ed, etc.) will be significantly distorted. Data for campaign optimization will be difficult to use in platforms.<\/li>\n\n\n\n<li>Impact on affiliate platforms and their partners \u2013\u2060 they use cookies to credit the commission to the partner who brought in the conversion. So, in the best case scenario, partners should lose 50% of credited conversions. We expect them to switch to a different method of crediting conversions, such as using discount codes.<\/li>\n<\/ul>\n\n\n\n<p>\u200d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The problem with campaign evaluation<\/h2>\n\n\n\n<p>Google Analytics will have a problem with data in terms of how conversions from individual sources will be evaluated. Let&#8217;s imagine a situation where a user comes to the website from Google\/CPC, browses through four pages, and makes a purchase on the website. This may now look something like this:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" data-src=\"https:\/\/cdn.prod.website-files.com\/6200dd790e2fff7c222b76f5\/62542e94020d1ed475a4e0e5_6151893e7a9f1ae7877da5e6_ga-cesta1.png\" alt=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" \/><\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Now (with cookies), we can see in GA where the user came from and how much they spent during that visit. But what will happen during the consent period? Let&#8217;s take two examples:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">User does not give consent<\/h3>\n\n\n\n<p>In the same case where we display a cookie bar on the home page to the user, but the user clicks &#8220;I do not agree&#8221;:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" data-src=\"https:\/\/cdn.prod.website-files.com\/6200dd790e2fff7c222b76f5\/62542e94a7f079814446f148_61518b6c2ba44ec6f48acdfe_ga-cesta-zakaz-cookies.png\" alt=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" \/><\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Google Analytics sends pings to the server, which carry information about whether consent has been given or not. If I don&#8217;t receive cookies, the entire session will not appear in Google Analytics.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The user gives consent on the second page<\/h3>\n\n\n\n<p>Okay, but what happens if the user agrees, but not immediately on the first page?<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" data-src=\"https:\/\/cdn.prod.website-files.com\/6200dd790e2fff7c222b76f5\/62542e94236219b761455add_61518bd0f36d68550d94b41c_ga-cesta-souhlas.png\" alt=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" \/><\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In such cases, we still lose information about the original source. Consent must therefore be obtained as soon as possible. If the user does not give consent on the first page, this will have a significant impact on campaign evaluation.<\/p>\n\n\n\n<p>Google Analytics 4 can partially fill in the gaps in the data\u2014for conversion tracking, it can assign some conversions to their sources based on conversion modeling estimates. Data on visitor behavior (which pages they viewed, website flow, etc.) will be missing. In Universal Analytics, all data will be missing.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Co je t\u0159eba ud\u011blat?<\/h2>\n\n\n\n<p>\u010cek\u00e1 v\u00e1s ur\u010dit\u011b n\u011bkolik z\u00e1kladn\u00edch krok\u016f<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Mapov\u00e1n\u00ed<\/strong>&nbsp;\u2013\u2060 je t\u0159eba si sepsat, jak\u00e9 vlastn\u011b pou\u017e\u00edv\u00e1te n\u00e1stroje a jak\u00e9 tyto n\u00e1stroje vyu\u017e\u00edvaj\u00ed cookies. D\u00e1le je t\u0159eba sepsat si intern\u00ed procesy, kter\u00e9 vyu\u017e\u00edvaj\u00ed tyto n\u00e1stroje, a popsat jak se jich \u00fapravy dotknou.<\/li>\n\n\n\n<li><strong>Nasazen\u00ed n\u00e1stroje pro sb\u011br souhlas\u016f<\/strong>&nbsp;\u2013\u2060 m\u016f\u017eete vybrat n\u011bjak\u00fd z existuj\u00edc\u00edch (v\u011bt\u0161inou placen\u00fdch) n\u00e1stroj\u016f, nebo vytvo\u0159it vlastn\u00ed.<\/li>\n\n\n\n<li><strong>Technick\u00e1 \u00faprava m\u011b\u0159en\u00ed a marketingov\u00fdch platforem<\/strong>&nbsp;\u2013\u2060 bude t\u0159eba upravit spou\u0161t\u011bn\u00ed marketingov\u00fdch platforem tak, aby respektovaly souhlas u\u017eivatele. Pokud pou\u017e\u00edv\u00e1te Google Tag Manager, bude to pro v\u00e1s jednodu\u0161\u00ed. Pokud ne, doporu\u010dujeme s t\u00edm za\u010d\u00edt.<\/li>\n\n\n\n<li><strong>Technick\u00e1 \u00faprava webu<\/strong>&nbsp;\u2013\u2060 typicky se jedn\u00e1 a videa vlo\u017een\u00e1 na va\u0161em webu, FB a jin\u00e1 sd\u00edlec\u00ed tla\u010d\u00edtka apod., kter\u00e1 vkl\u00e1daj\u00ed do webu p\u0159\u00edmo va\u0161i program\u00e1to\u0159i. Bude t\u0159eba, aby to ned\u011blali. A nap\u0159. m\u00edsto videa zobrazili statick\u00fd obr\u00e1zek, video pak na\u010d\u00edtali teprve po kliknut\u00ed u\u017eivatele.<\/li>\n\n\n\n<li><strong>\u00daprava proces\u016f<\/strong>&nbsp;\u2013\u2060 optimalizujete kampan\u011b? D\u011bl\u00e1te reporty z Google Analytics? Zamyslete se nad t\u00edm, jak toto budete d\u011blat nov\u011b.<\/li>\n\n\n\n<li><strong>Pap\u00edrov\u00e1n\u00ed<\/strong>&nbsp;\u2013\u2060 doporu\u010dujeme p\u0159i t\u00e9to p\u0159\u00edle\u017eitosti revidovat, jestli m\u00e1te uzav\u0159en\u00e9 smlouvy se subjekty, kter\u00e9 zpracov\u00e1vaj\u00ed va\u0161e data (nebo k nim maj\u00ed p\u0159\u00edstup).<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">What needs to be done?<\/h2>\n\n\n\n<p>There are several basic steps you need to take<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Mapping<\/strong> \u2013\u2060 you need to write down what tools you actually use and how these tools use cookies. You also need to write down the internal processes that use these tools and describe how the changes will affect them.<\/li>\n\n\n\n<li><strong>Deploying a consent management tool <\/strong>\u2013\u2060 you can choose one of the existing (mostly paid) tools or create your own.<\/li>\n\n\n\n<li><strong>Technical modification of measurement and marketing platforms <\/strong>\u2013\u2060 you will need to modify the launch of marketing platforms so that they respect user consent. If you use Google Tag Manager, this will be easier for you. If not, we recommend you start doing so.<\/li>\n\n\n\n<li><strong>Technical modification of the website <\/strong>\u2013\u2060 typically, this involves videos embedded on your website, Facebook and other sharing buttons, etc., which are embedded directly into the website by your programmers. They will need to stop doing this. For example, instead of a video, they could display a static image and only load the video after the user clicks on it.<\/li>\n\n\n\n<li><strong>Process modification <\/strong>\u2013\u2060 do you optimize campaigns? Do you generate reports from Google Analytics? Think about how you will do this in the future.<\/li>\n\n\n\n<li><strong>Paperwork <\/strong>\u2013\u2060 we recommend taking this opportunity to review whether you have contracts with entities that process your data (or have access to it).<\/li>\n<\/ol>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Don&#8217;t wait!<\/h2>\n\n\n\n<p>The regulation comes into effect on January 1, 2022, and setting up cookie bars is not a matter of a few minutes&#8217; work. It will also take you some time to experiment and test how the data collected in the new way will look and which cookie bar formats bring you the highest opt-in rate. Get started as soon as possible!<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.sabatka.net\/en\/kontakt\/\">Contact me<\/a><\/div>\n\n\n\n<div class=\"wp-block-button linkedinShare\"><a class=\"wp-block-button__link wp-element-button\" href=\"#\">Share on LinkedIN<\/a><\/div>\n<\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Chamber of Deputies has passed an amendment to the Electronic Communications Act. This brings fundamental changes to the use of cookies on websites. Although the law is still awaiting the president&#8217;s signature, it is likely to come into force on January 1, 2022. What does this mean and what needs to be done before [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24,8],"tags":[],"class_list":["post-297","post","type-post","status-publish","format-standard","hentry","category-cookie-lista","category-gdpr"],"_links":{"self":[{"href":"https:\/\/www.sabatka.net\/en\/wp-json\/wp\/v2\/posts\/297","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sabatka.net\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sabatka.net\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sabatka.net\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sabatka.net\/en\/wp-json\/wp\/v2\/comments?post=297"}],"version-history":[{"count":14,"href":"https:\/\/www.sabatka.net\/en\/wp-json\/wp\/v2\/posts\/297\/revisions"}],"predecessor-version":[{"id":319,"href":"https:\/\/www.sabatka.net\/en\/wp-json\/wp\/v2\/posts\/297\/revisions\/319"}],"wp:attachment":[{"href":"https:\/\/www.sabatka.net\/en\/wp-json\/wp\/v2\/media?parent=297"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sabatka.net\/en\/wp-json\/wp\/v2\/categories?post=297"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sabatka.net\/en\/wp-json\/wp\/v2\/tags?post=297"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}