Why Do People Opt Out of Cookies? – The Truth Behind Those ‘Reject All’ Clicks

I’ve been using a basic cookie notice on my website for years and, to be honest, I never really paid much attention to it. But recently, there’s been a big push from Google for website owners like me to upgrade to a proper Cookie Management Platform (CMP) — the more advanced (and paid) kind that meets stricter compliance requirements for things like Google Ads and GDPR.

So I did it. I installed Cookiebot, and now I have a full breakdown of how people interact with that little pop-up.

And here’s what I found: a lot of people — at least a third — choose to reject all cookies.

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Why Would People Object?

At first, I assumed it was accidental or the analytics of an odd day. Maybe people were just in a rush and hit “Reject All” to make the banner go away. But the more days I checked, the more it became clear this wasn’t a fluke — it was a pattern. Many users are actively rejecting cookies, not because they’re annoyed by pop-ups or uninterested in personalised content, but because they probably genuinely mistrust how the internet works.

I even had to explain it to my own mother. She told me, quite firmly, that she never accepts cookies — not on any website — because she “doesn’t trust them.” She wasn’t sure what they actually were, but assumed they were shady. And she’s not alone. That kind of instinctive mistrust is incredibly common. I talked her through it from my point of view, and I think she’s accepting them now — but I wouldn’t be surprised if she still rejects a few out of sheer habit.

''Cookies are Bad!''

There’s a widespread belief that cookies are sneaky — tiny spies hiding in your browser, watching your every click — snooping where they have no business snooping. Some even think cookies are illegal, immoral, or some kind of trick used by dodgy website owners to harvest data to sell to unscrupulous organisations for quick and easy profit at your expense.

I saw a perfect example of this mindset on Facebook recently. A woman commented on a public post, furious that a business was using cookies on its website. She wrote — publicly — “How dare you use cookies on your website, you should be ashamed of yourself.”

Seriously!?! Continued into the next section.

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The Internet to the Rescue (cue in Superhero Music)

This wasn’t a scammy site or some dark corner of the web — it was a small local business that had followed every legal requirement, including displaying a cookie banner and asking for consent.

What happened next was actually quite heartening. Dozens of commenters jumped in to set the record straight. They explained that cookies are a normal part of how websites work, and that asking for permission isn’t shady — in fact, it’s exactly what the law requires across the EU and UK.

Rather than doing something sneaky, the site owner had done everything right. The outrage was completely misplaced — and the comment thread turned into a mini masterclass in how cookie consent banners are supposed to work.

So What Are Cookies, Really?

If you’ve landed here and you’re unsure what cookies actually do, let me explain. Cookies are small text files stored in your browser. They help websites remember things — your login status, what’s in your cart, your language preference, or which pages you visited and on what device you are viewing. Without them, every visit would be like starting from scratch.

Web pages would load more slowly. Images might reload unnecessarily on each page visited. Your preferences wouldn’t be remembered. They’re not just helpful — they’re essential for a good user experience.

The Big Difference Between Cookies and Malware

Here’s where it’s important to make a distinction. A well-managed website — like mine — uses cookies legally and transparently. That’s what the CMP is for. You can choose to accept all cookies, reject them, or customise exactly what gets stored. You’re in control.

The real privacy threats don’t ask for permission. They use hidden trackers, scripts, or malware to collect data without your knowledge. That’s a totally different issue, and lumping regular cookies into the same category just isn’t fair — or accurate.

Yes, Cookie Banners Are Annoying (Even I Think So)

Let’s be honest: cookie banners are irritating. They load late, they bounce around the screen, and if you’re browsing multiple sites, they start to feel relentless. I get it — I have one on my own site, and it annoys me too.

But here’s the thing: they’re there to protect you and ensure the site owner follows the law. Without them, we’d be collecting data without giving you a choice, and that’s not how modern websites are supposed to work.

How Cookies Help Me Make the Site Better for You

From my side as a site owner, cookies are incredibly useful. They tell me if a page is working — or if it’s not. If 90% of people leave a post after five seconds, I know something’s off. If users keep coming back to a specific product or post, maybe I should add more detail, better images, or update the content.

This isn’t about spying. It’s about giving you more of what you actually want, and less of what you don’t.

In Conclusion: Be a Dear, Say Yes

If you’ve ever hit “Reject All” out of habit or suspicion, you’re not alone — but you might be missing out on a smoother experience. The vast majority of websites use cookies responsibly. Most of us are just trying to run our sites properly, make improvements where needed, and comply with the law.

So next time, be a dear — say yes!

Thanks for Reading,

David

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