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Prue Leith Educates the Nation on Digital Cookies: One Third of Brits Admit They Have No Idea What They Are
Baking star Prue Leith is helping Brits understand digital cookies after new research reveals that 35% admit they don’t know what they actually are
•The research, commissioned by global leader in digital security and privacy, Avast, reveals that more than four in five people (85%) have accepted cookies on a website without reading any of the policies; more than a third (37%) say they’ve done so only to later discover they had agreed to something they wish they hadn’t
•As part of the campaign, Prue Leith has created a limited-run of her chocolate chip cookies which are free for people to order online and come complete with hints, tips and tricks on how to navigate the digital variety

London, United Kingdom, April 12, 2022: Renowned celebrity baker, Prue Leith, is helping to educate the nation on digital cookies as research shows that over a third of Brits (35%) don’t know what they actually are or what they do. The research, commissioned by global leader in digital security and privacy, Avast, revealed more than four in five (85%) of UK adults have accepted cookies on a website without reading any of the policies or making any changes, yet nearly seven in ten (68%) agree they could be risking their online privacy by doing so. 

While more than one in three (36 per cent) admit to rarely or never reading Ts and Cs online before accepting them, more than a third (37%) say they’ve previously accepted cookies or Ts and Cs to later discover they had agreed to something they wish they hadn’t. The research also revealed that people are more likely to agree to terms they don’t understand online (62%), than they are when faced with a contract in real life (54%).

Three in ten Brits (29%) feel confused by cookie policies and 70% even believe websites intentionally try to confuse people with the language they use. In light of this, three quarters (75%) of Brits think internet users need to be better educated on what cookies actually are. 

With the public in need of a helping hand, baking star Prue Leith has created a free limited-edition run of her chocolate chip cookies, which are packaged up with hints, tips and tricks on how to better understand cookies. These cookies come complete with everything you need to know about online Ts and Cs, as one in five (20%) of those who don’t read Ts and Cs say a lack of understanding is what puts them off reading Ts and Cs before accepting. 

Prue Leith comments, “While recent times have highlighted the importance of being connected online, it’s also never been more important for people to feel safe while doing so. Many people of all ages, but particularly my generation, are not as familiar with certain aspects of the internet and this of course includes digital cookies. This can prove to be a barrier to embracing everything that being online has to offer so I am absolutely delighted to be working with Avast to help people understand what cookies are and how they work.”

Avast’s mission is to protect digital freedom for everyone, which includes helping people understand more about what digital cookies are and consequently helping them to navigate the internet as safely as possible. 

Jaya Baloo, Chief Information Security Officer at Avast, comments, “Online privacy and digital freedom are a fundamental human right. The internet is, however, often complex and difficult to navigate due to confusing terminology and functionality. Our research clearly demonstrates that many people do not really understand cookies, how they work, and what implications they have. By being educated and informed about how digital cookies and online terms and conditions work, users can take the necessary steps to enjoy a better online experience and embrace everything the internet has to offer without worries around privacy and tracking.”

To find out more about the campaign and to nominate someone you think could benefit from a free box of educational cookies created by Prue Leith, head to:

Download Prue Leith’s chocolate chip recipe card to create at home here.

High res images and videos of Prue making her cookies and talking about the campaign here.


About the research

The research was conducted by OnePoll between 25th - 29th March 2022.

Additional data:

  • Over a fifth (22%) believe Government rules forcing websites to display cookie opt-ins have not helped at all
  • 69% believe it is more difficult than ever to feel completely safe online 
  • 30% admitted to finding them helpful when remembering information such as passwords and preferences
  • Four in ten (41%) believe that it is easier now for websites to capture your data compared to five years ago
  • 50% of Brits claim they are ‘fed up’ of being asked to accept cookies when on a web page
  • Nearly a third (31%) who don’t read Ts and Cs stated that they can’t be bothered to read the small print, and a quarter (26%) of those who don’t read Ts and Cs claim they do not have the time
  • Over a third (36%) admit to rarely or never reading online Ts and Cs before accepting them
  • Of those who do, nearly four in ten (38%) spend a mere 30 seconds or less scanning through

Cookie giveaway
There will be a limited number of boxes of cookies available to order from the Avast website. To nominate someone to receive a box or to order the cookies for yourself please email with the full name and delivery address of the recipient. Deliveries will be made to UK addresses only. The giveaway will launch on 12th April 2022 and will close for orders at midnight on the 5th May 2022, or for as long as stocks last. Please note, there will be a maximum allocation of one box of cookies per order.

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