Perceptions of cookie pop-up consent notifications by online users in South Africa

Abstract

The rapid increase in internet usage has driven businesses to embrace digital technology, leading to the widespread use of cookies for tracking and personalising user experiences. In South Africa, the adoption of cookies has become more prevalent due to the enforcement of the Protection of Personal Information Act (POPIA), which mandates businesses to safeguard user data. Cookie notices aim to promote transparency between online platform firms and their users, enhancing data protection. However, while these notifications are meant to protect user data, many online users remain vulnerable to data leakage due to a lack of understanding of the technology behind cookie consent notices. Users often find privacy rules and consent notifications time-consuming and irritating, rarely engaging with them to control the flow of their personal data. The study investigated the perceptions of cookie pop-up consent notifications among online users in South Africa. It focused on three main questions: What do South African online users understand about the purpose of cookie consent notifications? What do they understand about the type of information that should be shared online? How do they feel about cookie consent pop-ups protecting their data? This qualitative study utilised interviews for data collection. A purposive sample of fifteen online users in South Africa was selected for the study. The study used the Contextual Integrity Framework and the Protection of Personal Information Act (POPIA) to guide analysis and interpretation. The data was analysed thematically and interpreted subjectively. The findings revealed that online users lack confidence in the protective measures offered by consent notifications, mainly due to a lack of awareness and interaction with these notices. The notifications' unfriendly design was identified as a significant reason users ignored them and opted for acceptance to gain website access. The research concluded that despite the importance of cookie consent notifications in protecting user data online, users perceive them as an annoying and untrustworthy technology feature. This perception is rooted in a lack of understanding of how these notifications operate. To address these challenges, it was recommended that consent notices be redesigned using a standardised format that includes an easy opt-out feature without restricting website access.