The Court of Justice of the EU’s ruling, made on the 1st of October 2019, finally clarified whether an internet user must give active, affirmative consent to allow a website to store and access cookies. The answer is a resounding “yes”. The Court of Justice of the EU clarified that consent to store cookies is not valid if it has been given using pre-ticked boxes which the user must deselect to refuse his or her consent. Implied consent, such as the oft used disclaimer “If you continue on this website, you accept the cookies”, also does not constitute a valid consent. For consent to be valid, it must meet all the requirements of the GDPR, meaning it must be freely given, informed, specific and unambiguous. As for the requirement of being informed, the Court of Justice of the EU clarified that the service provider must also inform the user about the duration of the operation of cookies and whether third parties have access to those cookies or not.