Microsoft implements cookie consent regulations throughout Europe via Clarity
Microsoft's analytics platform, Clarity, has announced that it will enforce new cookie consent requirements for users accessing websites from the European Economic Area (EEA), United Kingdom (UK), and Switzerland (CH) starting October 31, 2025. This move follows broader industry trends toward enhanced privacy protection and consent management.
Consent Management and Implementation
Organisations in these regions must update their data collection and processing practices to comply with these new requirements. Clarity determines user location through IP address-based geolocation. Website operators must implement consent signals using one of three supported methods: Google Consent Mode integration, direct integration with CookieYes, or Clarity's own Consent API.
Consent Management Platforms (CMPs) serve as specialized software solutions that handle the complex technical and legal requirements of obtaining, storing, and managing user privacy preferences across websites and applications. Most existing CMPs already support the required Google Consent Mode integration. For organisations without existing CMPs, Microsoft recommends evaluating CMP options that provide comprehensive European compliance coverage.
Consent Types and Control
Clarity processes two main consent types: analytics storage consent and ad storage consent. The consent mechanism operates through a binary granted or denied state system. The system processes consent immediately upon receipt, enabling or disabling cookie placement accordingly. The consent API supports granular control over different data collection categories.
Impact on Functionality
Without explicit consent, several Clarity features experience significant limitations. For instance, session recordings become fragmented, and funnel analysis shows complete drop-offs. Funnel tracking measures user progression through predetermined sequences of website actions, such as viewing product pages, adding items to shopping carts, and completing purchases. Without proper consent, funnel tracking becomes fragmented.
When consent is denied, Clarity automatically deletes existing first-party cookies associated with the website. This ensures that user data is not collected without explicit consent.
Support and Guidance
Microsoft offers support resources for implementation, including documentation, API references, and technical assistance through [email protected]. Third-party integrations with popular content management systems, such as WordPress and Shopify, receive specific attention in Microsoft's guidance materials.
Exemptions and Timeline
Mobile app projects require no immediate action under the current enforcement framework. The timeline for the enforcement includes an official notification on August 27, 2025, with full enforcement beginning October 31, 2025. This announcement follows Google's Consent Mode, a technical framework for adjusting data collection behaviour based on user consent signals, allowing websites to maintain some measurement capabilities even when users decline cookie consent.
This enforcement of consent requirements represents a significant shift in how website analytics platforms handle European user privacy. It is crucial for organisations to prepare and implement the necessary changes to continue using the full functionality of the Clarity analytics platform.
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