Analysis of the Ipswich Star website has uncovered alarming data usage, user tracking, and carbon emissions levels, with the site being flagged for privacy compliance issues by independent consent management platforms.
Why it matters: As digital consumption grows, so do concerns about online carbon footprints and data privacy.
By the numbers:
According to Usercentrics, a cookie and consent management and analytics platform:
87 ad trackers detected on the Ipswich Star website, 12x the global average of seven trackers
145 third-party cookies detected, 48x the global average of just three
0.67g of CO2 produced per page visit with a carbon rating of E, making it worse for the environment than 63% of web pages globally
The big picture: The problem faced by nearly every online publisher is that without cookies and consent, advertising yields are typically much lower. Publishers rely on consent to monetise their audiences effectively but data suggests that the Ipswich Star is failing on environmental and privacy fronts.
Privacy issues:
According to UserCentrics, a consent management platform:
They do not collect consent for cookies and trackers that could be deemed non-essential. The use of non-essential cookies and trackers requires explicit consent from individuals before any data collection, as mandated by the ePrivacy Directive. Put a simpler way, they're tracking and profiling you without your explicit consent.
They also do not collect consent to process some personal data. Under the General Data Protection Regulation (GDPR), organisations must obtain valid consent from individuals to process their personal data. Consent must be freely given, specific, informed, and unambiguous.
Despite the ICO, the UK regulator responsible for enforcing data and privacy regulations, insisting that publishers provide a "reject all" button that is equally prominent as an "accept all" button in their consent banners, the Ipswich Star only displays an "accept all" button.
Users who consent have their data passed to over 180 advertising companies—many of which are not turned off by default because the website uses their "legitimate interest" to pass data to advertising companies.
What it means:
The site's compliance status is rated as "high risk" by Usercentrics, based on the GDPR and ePR regulations
This rating suggests there could be potential issues in data handling practices
A high-risk status can indicate multiple violations of data protection laws, potentially exposing users to privacy breaches
Environmental impact:
The website's E-carbon rating places it among the worst polluters in terms of website carbon emissions
Each visit produces more than half a gram of CO2—enough electricity to drive an electric car 125,257 miles if the site were to generate 1.5 million page views per month
What they're saying: We contacted Newsquest, the publisher of the Ipswich Star, for comment but have not received a response.
The bottom line: If you're concerned by the number of trackers on the Star, or any other website you visit, you can install an ad blocker or use a privacy-first browser like Brave.
