This article explains how to setup cookie consent for Awin partners on your website.
How to classify Awin cookies
The decision on how to categorize Awin’s cookies is based on your assessment - taking into account the relevant aspects of the activity in question. Awin doesn’t specify how cookie consent needs to look, only that it’s obtained in compliance with applicable laws. To learn more about different types of cookies used by Awin, refer to this guide.
Are Awin cookies essential?
In general, Awin’s tracking cookies cannot be opted in by default as they are not considered to be strictly necessary for a service requested by the end user (the website visitor). Cookie consent should therefore be obtained in a compliant manner (including with regard to transparency), but advertisers can otherwise set up their CMP/cookie banner in a way that suits their needs, including with respect to the categorization of cookies.
Exemptions:
The only exception to this requirement currently is in relation to cookies used for cashback/loyalty/incentive/reward activity, where the cookie/similar technology is required to deliver the service requested by the user. It may be possible to categorize these as strictly necessary and therefore not require consent.
Voucher code activity might also fall within the same consent exemption if the discount is applied through the use of the affiliate link and a cookie is needed for it to be applied.
To date, the ICO (UK Data Protection Authority) has, in its guidance, confirmed that cashback or reward cookies may be considered strictly necessary and therefore exempted from consent requirements where these are essential to provide the service requested by the user.
Similarly, the CNIL (French Data Protection Authority) has, in its FAQ section online, confirmed that cookies for cashback or reward are exempted from the requirement for consent, because they are strictly necessary for the service expressly requested by the user.
Important
As the cookie consent requirements may differ per country, you must assess the applicable laws and how they apply to your use of Awin’s technology.
How to set strictly necessary cookies for cashback and loyalty partners
If you have determined that the strictly necessary exemption may apply to your use of Awin’s cookies, all you need to do is install the Awin MasterTag on all pages unconditionally (except for pages that process payment information), passing consent information to it. The Awin MasterTag will automatically recognize partners that do activities for which cookies are strictly necessary and set the cookie also in absence of consent, as they’re exempt from this requirement, smoothly attributing transactions to users.
Need more help?
If you have a dedicated Awin contact, please reach out to them. If not, you can get in touch with our support team by filling out the contact form. Our teams can support you in setting up consent signals in the right way.
FAQ
Where can I find developer documentation to implement consent signals?
Read our technical documentation on consent frameworks for advertisers.
Does Awin support TCF (Transparency & Consent Framework)?
Awin is an official vendor within the TCF. If you’re using a TCF CMP please reach out to your Awin contact for TCF activation on Awin MasterTag.
Are there other exceptions where consent is not needed at all?
Awin also offers cookieless voucher code tracking through our Voucher Attribution tool. As the code is manually input by end user, cookies are not required for attribution. Read more on voucher attribution in our technical documentation.
What are the benefits of setting up strictly necessary cookies for cashback and loyalty partners?
Enabling incentive cookies, where applicable, ensures that cashback tracking works reliably for your users. When these cookies are not set up, a much higher number of transaction queries (TQs) occur - users reporting missing cashback. By setting up strictly necessary cookies, you reduce manual effort, avoid unnecessary support volumes, and deliver a smoother, more reliable user experience - all of which contribute to stronger performance and better results for your program.
Where can I find legal documents around consent exemption?
An example is from the French authority (CNIL) that has explicitly confirmed in 2020 that it is not necessary to obtain the user’s consent, if trackers are strictly necessary for the provision of an online communication service expressly requested by the user, in accordance with article 82 of the Data Protection Act.
Similarly, the ICO’s guidance can be found here, relating to cookies used for cashback or reward activity, which are necessary to provide the service requested by the user, being able to be exempt from consent requirements.