MUMBAI: On Data Privacy Day, the Advertising Standards Council of India (ASCI) Academy, in collaboration with PSA Legal and Tsaaro Consulting, released a white paper titled Navigating Cookies: Recalibrating Your Cookie Strategy in Light of the DPDPA.
The report offers actionable insights for businesses preparing to comply with India’s Digital Personal Data Protection Act (DPDPA) and aims to promote transparency and user trust.
Building on ASCI’s 2023 paper Privacy and Progress: Pillars of Digital Bharat, this latest publication delves into best practices for cookie consent, data privacy compliance, and stakeholder engagement.
A dipstick analysis conducted by Tsaaro Consulting found that only six per cent of India’s top 50 websites, accounting for 30 billion visits in December 2024, were ready for specific consent as mandated by the DPDPA and draft DPDP rules issued on 3 January 2025.
Key Highlights of the White Paper:
* Compliance Gaps: Only six per cent of major websites meet cookie consent requirements, underscoring the need for readiness efforts.
* Granular Consent Requirements: The DPDPA calls for explicit, informed, and revocable consent for cookie use.
* Global Lessons: Insights drawn from GDPR and international standards emphasise the importance of transparency and user control.
* Industry Impact: The paper examines cookie practices across sectors such as e-commerce, social media, and healthcare.
* Opportunities for Advertisers: Compliance is positioned as a competitive advantage, fostering consumer trust.
ASCI CEO & secretary-general Manisha Kapoor noted: “On this Data Privacy Day, we are pleased to present this collaborative white paper with PSA Legal and Tsaaro Consulting. The paper aims to help advertisers understand and prepare for cookie consent practices that are both compliant with the new DPDPA as well as build consumer trust and transparency. The paper provides practical knowledge and insights to create effective cookie practices in a privacy-conscious world."
PSA Legal partner Dhruv Suri remarked: “With the final DPDPA Rules on the horizon, advertisers are at a crossroads where privacy, technology, and the law converge. Once the law is better understood, the technology, i.e., cookies, will no longer be mere marketing tools but will serve as a means to strengthen customer loyalty. Global precedents can serve as the perfect roadmap to tailor strategies and navigate cookie consent management in a country that is just beginning its data privacy journey."
Tsaaro Consulting CEO Akarsh Singh added: “Cookie consent is no longer a checkbox exercise; it’s a strategic element of modern advertising. The first step to creating a privacy-centric ecosystem that values the customer’s data rights when deploying cookies is to acknowledge that a gap exists between existing marketing tactics and the privacy laws and then to actively work towards bridging the gap between practicality and compliance.”
The white paper is available for download on the ASCI website. click here
