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> No if a user clicks a button to see the prices at 10 euros but see the prices at 20 euros then that is an issue.

I agree with you, that is a serious issue. But that issue is caused by your use of a/b testing, and if you solve that issue with a cookie then you need consent.

The ICO PECR guidance explicitly states that you can not rely on the strictly necessary exemption for analytics cookies.

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A/b testing is not analytics. Analytics is how many people are using the site not market testing. And it says you can‘t use it for soley analytics, soley being a keyword. The analytics from market research which results in a legal requirement of having to charge the price advertised is not the same as Web Site analytics of how a user used the site. Just which version of the site they used and what legal requirements/contracts are in place.

Your understanding of the regulation is wrong, but I’m not going to hammer the point.

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