Clicking "reject cookies" might not actually do anything

A California audit found that major ad-tech firms often kept setting tracking cookies after users rejected consent.

webXray says many consent banners fail to enforce opt-out choices properly.

Google, Microsoft, and Meta dispute the report’s findings.

The report suggests some firms may prefer paying fines over changing their tracking practices.

The findings raise fresh doubts about whether cookie banners truly protect privacy and whether penalties are strong enough.