{"id":34262,"date":"2025-11-03T08:33:00","date_gmt":"2025-11-03T07:33:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/?p=34262"},"modified":"2025-10-28T12:38:46","modified_gmt":"2025-10-28T11:38:46","slug":"nova-pravila-za-piskotke","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/nova-pravila-za-piskotke\/","title":{"rendered":"Nova pravila za pi\u0161kotke: prilagodite spletno stran!"},"content":{"rendered":"\n<p>\u010ce \u0161e vedno mislite, da pi\u0161kotki spadajo v nogo strani, je \u010das za posodobitev. Pravila za pi\u0161kotke niso ve\u010d le del GDPR \u2013 ureja jih <a href=\"https:\/\/pisrs.si\/pregledPredpisa?id=ZAKO8611\" target=\"_blank\" rel=\"noreferrer noopener\">ZEKom-2<\/a>, preverja pa jih <a href=\"https:\/\/www.ip-rs.si\/\" target=\"_blank\" rel=\"noreferrer noopener\">Informacijski poobla\u0161\u010denec<\/a>. In\u0161pekcijskih postopkov je vedno ve\u010d.<\/p>\n\n\n\n<p><strong>Problem?<\/strong> Ve\u010dina pasic uporabniku ne omogo\u010da zavrnitve \u2013 ali pa jo skrije. <\/p>\n\n\n\n<p>V blogu razlo\u017eimo, kako prepoznati zavajajo\u010de vzorce, kako implementirati soglasje brez trikov in zakaj ni vseeno, kdaj se pi\u0161kotki nalo\u017eijo.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Kaj se je spremenilo \u2013 in kaj morate urediti<\/h2>\n\n\n\n<p>Ve\u010dina spletnih strani uporablja pi\u0161kotke. A to \u0161e ne pomeni, da jih uporablja pravilno. <\/p>\n\n\n\n<p>Nova pravila za pi\u0161kotke zahtevajo <strong>dokazljivo privolitev<\/strong> \u2013 brez prednastavljenih kljukic, brez samodejne aktivacije sledenja, brez pasic, ki vodijo v napa\u010dno izbiro.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Brez soglasja ni analitike (niti GA4)<\/h3>\n\n\n\n<p><strong>Pi\u0161kotki se ne smejo nalo\u017eiti pred izbiro.<\/strong> Tudi analitika in ogla\u0161evalski sistemi (npr. Google Analytics, Meta Pixel) morajo po\u010dakati. <\/p>\n\n\n\n<p>\u010ce jih va\u0161 sistem aktivira takoj, niste v skladu z zakonodajo \u2013 in vas lahko doleti globa.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Uporabni\u0161ka odlo\u010ditev mora biti enostavna<\/h3>\n\n\n\n<p><strong>Gumb &#8216;zavrni vse&#8217; mora biti jasno viden in enakovreden gumbu &#8216;sprejmem&#8217;.<\/strong> Po <a href=\"https:\/\/www.edpb.europa.eu\/system\/files\/2023-01\/edpb_20230118_report_cookie_banner_taskforce_en.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">poro\u010dilu Cookie Banner Taskforce<\/a> so pogoste kr\u0161itve ravno pasice, kjer zavrnitev pi\u0161kotkov zahteva ve\u010d klikov kot soglasje. <\/p>\n\n\n\n<p>Ve\u010d kot polovica preverjenih spletnih mest v EU uporablja zasnove, ki vplivajo na odlo\u010ditev uporabnika \u2013 v\u010dasih nezavedno. \u010ce vas zanimajo podobni primeri, preverite, <a href=\"https:\/\/madwise.si\/blog\/dark-patterns-v-marketingu\/\" target=\"_blank\" rel=\"noreferrer noopener\">kako delujejo <\/a>\u2018<a href=\"https:\/\/madwise.si\/blog\/dark-patterns-v-marketingu\/\" target=\"_blank\" rel=\"noreferrer noopener\">dark patterns<\/a>\u2019<a href=\"https:\/\/madwise.si\/blog\/dark-patterns-v-marketingu\/\" target=\"_blank\" rel=\"noreferrer noopener\"> v marketingu<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Pasica ni prostor za manipulacijo<\/h3>\n\n\n\n<p><strong>Zavajajo\u010de zasnove pasic so prepovedane.<\/strong> Informacijski poobla\u0161\u010denec v Sloveniji je \u017ee za\u010del in\u0161pekcijske postopke proti spletnim mestom, ki s t. i. \u2018pi\u0161kotnimi zidovi\u2019 <a href=\"https:\/\/www.ip-rs.si\/mnenja-zvop-2\/zavajajo%C4%8Di-vzorci-pri-pi%C5%A1kotkih-1735549941\" target=\"_blank\" rel=\"noreferrer noopener\">pogojujejo dostop s prisiljeno privolitvijo<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Niste premajhni za skladnost<\/h3>\n\n\n\n<p><strong>Zakon velja tudi za vas.<\/strong> Po <a href=\"https:\/\/www.cookieyes.com\/blog\/cookie-compliance-for-small-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">podatkih CookieYes<\/a> (2025) se v 92\u00a0% primerov spletnih strani \u0161e vedno nalagajo pi\u0161kotki brez veljavne privolitve \u2013 tudi pri manj\u0161ih podjetjih. \u010ce ciljate uporabnike iz EU, to ni ve\u010d sprejemljivo.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Va\u0161a spletna pasica lahko vara: kaj se dogaja v ozadju?<\/h2>\n\n\n\n<p>Tudi \u010de je va\u0161a pasica videti brezhibno, to \u0161e ne pomeni, da je skladna z zakonodajo. <\/p>\n\n\n\n<p>Informacijski poobla\u0161\u010denec opozarja, da sta za zakonitost klju\u010dna dva vidika: <em>kaj se zgodi v ozadju<\/em> in <em>ali je privolitev skladna s pravili<\/em>. <\/p>\n\n\n\n<p>Po <a href=\"https:\/\/www.edpb.europa.eu\/system\/files\/2023-01\/edpb_20230118_report_cookie_banner_taskforce_en.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">poro\u010dilu Cookie Banner Taskforce<\/a> ve\u010d kot <strong>50\u00a0% preverjenih strani<\/strong> v EU uporablja <strong>zavajajo\u010de vzorce<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Hiter reality-check<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Se pi\u0161kotki za sledenje nalo\u017eijo \u0161ele po kliku &#8216;sprejmem&#8217;?<\/strong> \u010ce se nalo\u017eijo takoj, brez interakcije, gre za kr\u0161itev <a href=\"https:\/\/pisrs.si\/pregledPredpisa?id=ZAKO8611\" target=\"_blank\" rel=\"noreferrer noopener\">225. \u010dlena ZEKom-2<\/a>.<\/li>\n\n\n\n<li><strong>Ali obstaja gumb za &#8216;zavrni vse&#8217; \u2013 in je enakovreden gumbu &#8216;sprejmem&#8217;?<\/strong> \u010ce ga ni ali je manj viden, privolitev ni prostovoljna.<\/li>\n\n\n\n<li><strong>Ali bele\u017eite soglasja s \u010dasom in kategorijo?<\/strong> Brez tega ne morete dokazati, da imate veljavno privolitev, kot zahteva GDPR.<\/li>\n\n\n\n<li><strong>Ali uporabljate CMP, ki podpira Consent Mode V2?<\/strong> Od marca 2024 to zahteva Google za vse, ki uporabljajo GA4 in Ads v EU.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/05\/skladna-piskotna-pasica-1024x576.webp\" alt=\"Primer pasice, kjer sta sprejem in zavrnitev enakovredna in uporabniku jasna\" class=\"wp-image-34279\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/05\/skladna-piskotna-pasica-1024x576.webp 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/05\/skladna-piskotna-pasica-300x169.webp 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/05\/skladna-piskotna-pasica-768x432.webp 768w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/05\/skladna-piskotna-pasica-1536x864.webp 1536w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/05\/skladna-piskotna-pasica-1568x882.webp 1568w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/05\/skladna-piskotna-pasica.webp 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Tako izgleda spletna pasica, ki spo\u0161tuje pravila<\/figcaption><\/figure>\n\n\n\n<p>\u010ce je va\u0161 odgovor negotov, priporo\u010damo brezpla\u010den pregled z orodji, kot sta <a href=\"https:\/\/www.cookiebot.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Cookiebot<\/a> ali <a href=\"https:\/\/www.cookieyes.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">CookieYes<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Brez soglasja, brez podatkov<\/h2>\n\n\n\n<p>\u010ce uporabnik ne poda soglasja, <strong>orodja za sledenje ne smejo zbirati nobenih podatkov<\/strong>. Google Analytics ne zabele\u017ei obiska. Meta ne omogo\u010da ciljanja. Google Ads izgubi sled konverzije. <\/p>\n\n\n\n<p>In \u010de se spra\u0161ujete, <a href=\"https:\/\/madwise.si\/blog\/spletni-oglasi-optimizacija\/\" target=\"_blank\" rel=\"noreferrer noopener\">zakaj va\u0161i spletni oglasi na Googlu ne delujejo<\/a>, je morda te\u017eava prav v nepravilno urejenih pi\u0161kotkih.<\/p>\n\n\n\n<p>Po <a href=\"https:\/\/iabeurope.eu\/member-guest-post-with-admitad-the-new-world-order-no-cookies-no-gain-new-rules-book-to-be-designed\/\" target=\"_blank\" rel=\"noreferrer noopener\">podatkih IAB Europe<\/a> ogla\u0161evanje brez ustreznega upravljanja pi\u0161kotkov izgubi tudi do <strong>33\u202f% u\u010dinkovitosti<\/strong>. Ne zato, ker bi oglasi slabo delovali, ampak ker ni podatkov, na podlagi katerih bi jih lahko optimizirali.<\/p>\n\n\n\n<p>Ve\u010dina ogla\u0161evalskih sistemov danes deluje v skladu z zakonodajo \u2013 \u010de va\u0161e delovanje ni skladno, vam preprosto <strong>ne posredujejo rezultatov<\/strong>. <\/p>\n\n\n\n<p>Brez izrecne in sledljive privolitve tudi ni podatkov za <a href=\"https:\/\/madwise.si\/blog\/analitika-google-poslovni-uspeh\/\" target=\"_blank\" rel=\"noreferrer noopener\">analitiko<\/a>, personalizacijo ali remarketing.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Zakaj potrebujete Google Consent Mode V2<\/h2>\n\n\n\n<p><strong>Consent Mode V2 ni priporo\u010dilo<\/strong>. Je tehni\u010dna podlaga, da va\u0161a spletna stran sploh lahko komunicira z Googlovimi storitvami na na\u010din, ki je skladen z zakonodajo.<\/p>\n\n\n\n<p>\u010ce uporabljate <a href=\"https:\/\/madwise.si\/blog\/analitika-google-poslovni-uspeh\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Analytics 4<\/a>, <a href=\"https:\/\/madwise.si\/blog\/oglasevanje-na-googlu-pet-napak\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Ads<\/a> ali druge Googlove skripte, morate uporabniku omogo\u010diti izbiro \u2013 in to izbiro sporo\u010diti Googlu. Consent Mode V2 poskrbi, da te izbire niso samo prikazane, ampak tudi dejansko <strong>upo\u0161tevane<\/strong>. <\/p>\n\n\n\n<p>Tudi zasnova spletne strani mora slediti smernicam. Preverite, kako <a href=\"https:\/\/madwise.si\/blog\/kako-izdelati-spletno-stran-seo-ux\/\" target=\"_blank\" rel=\"noreferrer noopener\">izdelati spletno stran po pravilih SEO in UX<\/a>, da bo skladna in u\u010dinkovita.<\/p>\n\n\n\n<p><strong>Skripte se odzovejo<\/strong> na uporabnikovo odlo\u010ditev: \u010de ni soglasja, se pi\u0161kotki ne nalo\u017eijo. \u010ce soglasje obstaja, delujejo v celoti. Vmesne mo\u017enosti omogo\u010dajo modeliranje konverzij brez sledenja uporabniku.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Brez Consent Mode V2 ni naprednega merjenja<\/h3>\n\n\n\n<p>Uporabite CMP, ki podpira novi sistem \u2013 Cookiebot, CookieYes, Usercentrics \u2013 in preverite, ali signal potuje pravilno. Vse ostalo so samo pi\u0161kotne pasice brez u\u010dinka. <\/p>\n\n\n\n<p><a href=\"https:\/\/www.cookieyes.com\/blog\/google-consent-mode-v2\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ve\u010d o Google Consent Mode<\/a> si lahko preberete v CookieYes blogu.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/05\/cookies-consent-mode-v2-delovanje-1024x576.webp\" alt=\"Google Consent Mode V2 omogo\u010da merjenje samo po soglasju uporabnika\" class=\"wp-image-34280\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/05\/cookies-consent-mode-v2-delovanje-1024x576.webp 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/05\/cookies-consent-mode-v2-delovanje-300x169.webp 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/05\/cookies-consent-mode-v2-delovanje-768x432.webp 768w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/05\/cookies-consent-mode-v2-delovanje-1536x864.webp 1536w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/05\/cookies-consent-mode-v2-delovanje-1568x882.webp 1568w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/05\/cookies-consent-mode-v2-delovanje.webp 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Consent Mode V2: merjenje, ki ne kr\u0161i pravil.<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Najpogostej\u0161e napake, ki jih danes ne bi smeli ve\u010d videti<\/h2>\n\n\n\n<p>\u0160e vedno naletite na strani, kjer je pasica le formalnost. Toda vmesni koraki niso nepomembni. \u010ce uporabnik ne more zavrniti, ali ne ve, kaj potrjuje, soglasja ni \u2013 in tudi <strong>podatki niso zakonito zbrani<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Napake, zaradi katerih vas lahko obi\u0161\u010de in\u0161pektor<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Gumb <em>&#8216;zavrni vse&#8217;<\/em> je siv, majhen ali preprosto manj izpostavljen.<\/li>\n\n\n\n<li>Pi\u0161kotki se nalo\u017eijo takoj, brez potrditve.<\/li>\n\n\n\n<li>Pasica je zasnovana kot pogoj za dostop do vsebine (\u2018cookie wall\u2019).<\/li>\n\n\n\n<li>Ne obstaja sledljiv zapis o podanem soglasju.<\/li>\n\n\n\n<li>CMP ne podpira naprednih nastavitev (npr. Google Consent Mode V2).<\/li>\n<\/ul>\n\n\n\n<p>Zavajajo\u010de pasice niso stvar slabe prakse \u2013 so stvar postopkov. V praksi pa to pomeni eno: napa\u010den sistem pomeni napa\u010dne podatke. In na teh <strong>ni mogo\u010de graditi ogla\u0161evanja<\/strong> ali zaupanja. <\/p>\n\n\n\n<p>Namesto da tvegate, raje preverite, <a href=\"https:\/\/madwise.si\/blog\/zgradite-avtoriteto-spletne-strani\/\" target=\"_blank\" rel=\"noreferrer noopener\">kako hitro zgraditi avtoriteto spletne strani<\/a> z metodami, ki ne temeljijo na sivi coni.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ne gre (le) za pasico, gre za zaupanje<\/h2>\n\n\n\n<p>Nova pravila za pi\u0161kotke ne prina\u0161ajo ve\u010d prostora za interpretacijo. Ali ste skladni \u2013 ali pa niste. \u010ce \u0161e vedno uporabljate staro pasico, niste <strong>ne v trendu ne v zakonu<\/strong>. <\/p>\n\n\n\n<p>Pi\u0161kotki niso detajl. So za\u010detek odnosa z uporabnikom ali pa prvi razlog za nezaupanje. <\/p>\n\n\n\n<p>\u010ce \u017eelite preveriti stanje svojih pi\u0161kotkov ali urediti stvari, nam pi\u0161ite na <a href=\"mailto:zivjo@madwise.si\" target=\"_blank\" rel=\"noreferrer noopener\">zivjo@madwise.si<\/a>.<\/p>\n\n\n\n<p><br><br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pravila za pi\u0161kotke ne zahtevajo le pasice. Zahtevajo mo\u017enost izbire. \u010ce se pi\u0161kotki \u0161e vedno nalo\u017eijo takoj, va\u0161a spletna stran ni usklajena z zakonodajo. Pojasnimo tudi, kaj je Google Consent Mode in povzamemo vse, kar morate imeti urejeno \u2013 ne jutri, danes.<\/p>\n","protected":false},"author":45,"featured_media":34278,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[7],"tags":[],"class_list":["post-34262","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digitalna-transformacija","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":"","onemogoci_kazalo":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nova pravila za pi\u0161kotke: prilagodite spletno stran!<\/title>\n<meta name=\"description\" content=\"Pravila za pi\u0161kotke zahtevajo dejansko izbiro, ne le pasice. 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