Background to third-party cookie regulations

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As mentioned above, third-party cookies are a mechanism for collecting information and improving user experience. However, regulations on third-party cookies have been strengthened in recent years. Here, we will explain the background to the regulation of third-party cookies.

Increased awareness of personal information protection
Third-party cookies track user behavior across sites, raising concerns about the lack of transparency of data. This has led to concerns about the risk of personal information leaks and unauthorized access.

For these reasons, privacy laws are being enacted in various countries and regulations regarding third-party cookies are being put into place.

In Japan
Amended Personal Information Protection Act
(2022) and
Amended Telecommunications Business Act
(2023) makes it mandatory to obtain consent gcash database when providing personal information, including third-party cookies, to third parties.

End of support in major browsers
As a countermeasure against third-party cookies, major browsers such as Apple's Safari are gradually ending support for them. With the March 2020 update to Apple's Safari, third-party cookies were completely blocked.

As such, stricter regulations and the end of support from major browsers are changing the nature of third-party cookies, which have played an important role in digital advertising and marketing.