What to show first

Give visitors what they need to make an informed choice before they choose. Some of it must be on the first screen — visible right away, without extra clicks. Deeper detail can move to a second screen or the cookie policy, but only as extra detail: the visitor must already get the general picture from the first screen.

Must be on the first screen

• That you collect personal data
• Who collects it
• What for (the purposes)
• For each purpose: which data is used — so the visitor can choose per purpose
• If you share with other companies: that you share, and how many companies
• That the visitor can take their “yes” back, and how

Say how many other companies you share with

If you share data with other companies (third parties) for a purpose, the first screen must say that you share and how many — for example, “shared with 14 partners.” This lets the visitor get a sense of the impact before they agree.

Which data, for which purpose, and which companies by name can move to a second screen or the cookie policy.

Two-screen banners

Collecting a lot of data for many purposes? A two-screen banner makes sense:

• First screen — clearly that you collect personal data, and what for.
• Second screen — more detail about the data and the purposes.

Let people choose per purpose, so they can decide on each one. Don’t be vague about what a purpose is: saying only “social media” is not enough — say, for example, that it is for marketing, and how the data is used.