DEEP DIVE
On most websites today, the visitor is greeted by a cookie banner, yet visitors are tracked without their consent.
Even if the visitor clicks "Reject all", some websites still load cookies and tracking pixels. The question is how often does this happen?
Websites track without consent
23 out of 40 websites tracked without consent
Loading a cookie banner on your website does not automatically mean that you are tracking your visitors in a legal way. Search Integration conducted an analysis of Sweden's most visited websites. The outcome showed that many did not respect the visitor's privacy. Large brands had just as many problems as small companies.
Using the Verified Data - PAGE Inspector tool, we reviewed 40 of Sweden's most visited websites. Each website was tested by simulating a visit where the "Reject all" button was selected in the cookie banner. We then analyzed which cookies and tracking scripts were actually loaded anyway.
23 out of 40 sites still loaded Google Analytics 4 or other Google tags despite the user's choice to "Reject all". Some sites showed high risk and sent visitor data to Chinese tracking platforms, which has special requirements for data security. Cookie banners do not guarantee legally collected data, rather the outcome depends on whether data protection is prioritized in the organization and considered a core part of the digital presence.
Each bar represents a website
The result of the analysis
In April 2025, more than half of the websites reviewed had more than 50 risk scores, and three websites (7%) had more than 150 risk scores. The average score was 62.6 points.
The higher the score, the greater the risk.
Error = 10 points
Warning = 5 points
0 points means full compliance with data protection laws
Example: A website had 18 errors and 1 warning = 185 risk points.
Why is this important?
Each unauthorized tracking pixel = a potential data leak
Active supervisory authorities: In 2025, EU data protection authorities issue an average of 16 fines per month. Examples: €1 million fine for Finnish e-pharmacy Apteekki, €3.6M for Apoteket AB and €1.5m against Avanza Bank in Sweden.
Not just a European problem: in California - USA, companies such as MyFitnessPal and clothing chain Todd Snyder have been heavily fined for similar violations.
At Search Integration, smart automated tools are combined with deep knowledge. Our certified privacy and measurement experts review and validate all your tracking scripts.
We'll tell you what's really happening on your website - hidden risks, gaps in your data management and what steps are needed to mitigate the risks.
Data Compliance is not a one-time effort, we also offer ongoing monitoring to help organizations stay ahead of both regulatory and trust risks.
