Healthcare organisations are trusted with some of our most sensitive information. Yet our latest study suggests that many online pharmacies still struggle to respect a user’s privacy choices online.
Together with Ghostery, Verified Data audited a selection of pharmacy websites across the United States, United Kingdom and Europe to determine whether tracking technologies were disabled when users explicitly opted out.
The results revealed widespread consent compliance failures, with only two websites achieving full compliance. The study also found notable differences between US and UK/EU pharmacies, with US sites generally performing worse.
Perhaps most surprising was that despite sharing our findings privately before publication and offering support to investigate the issues, none of the organisations engaged meaningfully with the results.
The findings highlight an uncomfortable reality: displaying a consent banner is one thing; ensuring that consent choices are technically enforced is another.
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A Practical Question for Data Teams
If regulators examined your website tomorrow, would the technical behaviour match what your consent banner promises?
Many organisations simply do not know.
For organisations wishing to assess their own compliance, the study methodology can be replicated using Verified CONSENT, enabling independent verification of whether tracking technologies genuinely respect user consent choices. Contact us to find out more: hello{@}verified-data.com