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asda.com

UK compliance audit.

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Compliance Score

How the score was calculated

Starting score: 100
2 critical findings: −50
1 high finding: −15
1 medium finding: −5
Final score: 30

AI Analysis

The ASDA website's cookie consent and privacy compliance audit reveals partial adherence to UK GDPR and PECR requirements, with a score of 30/100. While the site passed 23 checks and had no errors, it failed four critical checks related to specific cookies (da_lid, kndctr_B9CB1CFE53309CAD0A490D45_AdobeOrg_identity, da_intState, _mibhv) for which consent mechanisms were either absent or insufficiently transparent. Seven additional checks were skipped due to unmet conditions, indicating areas requiring further investigation and remediation in the privacy policy and cookie management practices.

Fix these first

3 priorities

01
CRITICALcheck_initial_cookies
Found 4 non-essential cookie(s): [da_lid kndctr_B9CB1CFE53309CAD0A490D45_AdobeOrg_identity da_intState _mibhv]
02
CRITICALcheck_cookies_after_reject
Found 4 non-essential cookie(s): [da_lid kndctr_B9CB1CFE53309CAD0A490D45_AdobeOrg_identity da_intState _mibhv] (after clicking: <button#onetrust-reject-all-handler> text='Reject All')
03
HIGHwcag_aa_scan
Found 2 accessibility violation(s): 1 critical, 1 serious, 0 moderate, 0 minor

Report Details

Playbook: UK Cookie Compliance
Domain: asda.com
Started At: 2 Jan 2026, 23:45
Duration: 3m 48s
Total Checks: 37
Report ID: Q3qfCEW9mTvD

Check Results

Data Capture

3 checks All passed

capture_html_initial

INFO

Captured HTML (546991 bytes) from https://www.asda.com/

Captured HTML:

View rendered

screenshot_initial

INFO

Screenshot captured

Screenshot Evidence:

Click to view full size

capture_cookies_initial

INFO

Captured 15 cookies

Captured Cookies:

View full list

Pre-Consent Cookies

1 check1 failed

check_initial_cookies

CRITICAL-25

Found 4 non-essential cookie(s): [da_lid kndctr_B9CB1CFE53309CAD0A490D45_AdobeOrg_identity da_intState _mibhv]

da_lid

kndctr_B9CB1CFE53309CAD0A490D45_AdobeOrg_identity

da_intState

_mibhv

Non-Essential Cookies:

da_lidfunctional12mo

": The cookie "da_lid" with a long expiration period suggests it is used to store user preferences or settings, which fits the definition of a functional cookie."

kndctr_B9CB1CFE53309CAD0A490D45_AdobeOrg_identitymarketing1y

": The cookie name suggests it is related to Adobe's Marketing Cloud, indicating it is used for advertising and tracking purposes."

da_intStatefunctional29m

": The cookie "da_intState" likely stores user interaction states or preferences which are not strictly necessary for the site to function but enhance usability."

_mibhvfunctional12mo

": The cookie _mibhv is likely used for storing user preferences or settings on the website www.asda.com, as it does not fit the criteria for essential, analytics, or marketing cookies."

PECR Regulation 6(1)

Cookies (except strictly necessary) require user consent BEFORE being set

View guidance

Cookie Consent Banner

6 checks All passed

find_banner

INFO

Found consent banner via heuristic (height: 315px)

PECR Regulation 6(2)

Clear and comprehensive information must be provided about cookie use

View guidance

find_cookie_banner

INFO

Value true == true: true

verify_banner_visible

INFO

Element visibility is true as expected

screenshot_banner

INFO

Screenshot captured

Screenshot Evidence:

Click to view full size

extract_banner_text

Extracted 108 words

check_banner_content

LOW

Value 108 >= 10: true

PECR Regulation 6(2)(a)

Cookie notice must provide clear, comprehensive information about purposes

View guidance

Cookie Controls

4 checks All passed

find_reject_button_semantic

INFO

Found reject button: <button#onetrust-reject-all-handler> text='Reject All'

find_accept_button_semantic

INFO

Found accept button: <button#onetrust-accept-btn-handler> text='I Accept' (confidence: 100%)

find_reject_button_any

CRITICAL

Value 1 == 1: true

find_accept_button_any

Value 1 == 1: true

Dark Pattern Detection

1 check All passed

compare_button_prominence

HIGH

Buttons have similar prominence

EDPB Guidelines 03/2022 on Dark Patterns

Reject option must have equal prominence to accept - asymmetric design is a deceptive pattern

View guidance

AI Dark Pattern Analysis

2 checks All passed

check_dark_patterns_vision

HIGH

No specific dark patterns identified in cookie banner

EDPB Guidelines 03/2022 on Dark Patterns

Visual deceptive patterns including color manipulation and hidden controls are prohibited

View guidance

check_deceptive_buttons

HIGH

Button labels are clear and not deceptive

EDPB Guidelines 03/2022 on Dark Patterns

Button labels must accurately reflect their function without ambiguity or deception

View guidance

AI Content Analysis

3 checks1 failed

check_banner_quality_llm

MEDIUM-5

Banner content is not GDPR compliant

Cookie banner does not meet GDPR compliance requirements

unclear language

incomplete information

missing basic purpose explanation

lacks clear reject option

confusing management instructions

Banner Text Analyzed:

"Your privacy is important to us We and our partners store and/or access information on a device, such as unique IDs in cookies to process personal data. You may accept or manage your choices by clicking below or at any time in the privacy policy page. These choices will be signaled to our partners and will not affect browsing data. We and our partners process data to provide: Use precise geolocation data. Actively scan device characteristics for identification. Store and/or access information..."

PECR Regulation 6(2)(a)

Cookie notices must provide clear, comprehensive information about purposes

View guidance

check_language_consistency

LOW

Banner language (en) matches page language

PECR Regulation 6(2)(a)

Information must be provided in a language users can understand

check_cookie_purposes

MEDIUM

No cookies available for purpose matching

PECR Regulation 6(2)(a)

All cookies used must be disclosed and explained in the notice

View guidance

AI Accessibility Analysis

1 check

check_visual_accessibility

MEDIUM-3

Accessibility score: 50/100

Cookie banner has visual accessibility concerns

Equality Act 2010

Cookie banners must be accessible to users with disabilities including visual impairments

View guidance

Consent Verification

4 checks1 failed

click_reject_button

Clicked element <button#onetrust-reject-all-handler> text='Reject All'

wait_after_reject

Waited 2000ms

check_cookies_after_reject

CRITICAL-25

Found 4 non-essential cookie(s): [da_lid kndctr_B9CB1CFE53309CAD0A490D45_AdobeOrg_identity da_intState _mibhv] (after clicking: <button#onetrust-reject-all-handler> text='Reject All')

da_lid

kndctr_B9CB1CFE53309CAD0A490D45_AdobeOrg_identity

da_intState

_mibhv

Button clicked to reject cookies: <button#onetrust-reject-all-handler> text='Reject All'

Non-Essential Cookies:

da_lidfunctional12mo

": The cookie "da_lid" with a long expiration period suggests it is used to store user preferences or settings, which fits the definition of a functional cookie."

kndctr_B9CB1CFE53309CAD0A490D45_AdobeOrg_identitymarketing1y

": The cookie name suggests it is related to Adobe's Marketing Cloud, indicating it is used for advertising and tracking purposes."

da_intStatefunctional28m

": The cookie "da_intState" likely stores user interaction states or preferences which are not strictly necessary for the site to function but enhance usability."

_mibhvfunctional12mo

": The cookie _mibhv is likely used for storing user preferences or settings on the website www.asda.com, as it does not fit the criteria for essential, analytics, or marketing cookies."

UK GDPR Article 7(3), PECR Regulation 6

When consent is withdrawn, cookies must be removed - continued tracking is unlawful

View guidance

verify_banner_dismissed

LOW

Element is no longer accessible (dismissed/removed from DOM)

Accessibility

1 check1 failed

wcag_aa_scan

HIGH-15

Found 2 accessibility violation(s): 1 critical, 1 serious, 0 moderate, 0 minor

Serious accessibility issue: Elements must only use permitted ARIA attributes. This violation affects users who rely on assistive technologies. 8 element(s) affected.

Critical accessibility barrier: Zooming and scaling must not be disabled. This violation affects users who rely on assistive technologies. 1 element(s) affected.

Website has 1 critical and 1 serious WCAG AA violations that significantly impact users with disabilities. These issues may prevent screen reader users, keyboard-only users, or users with visual impairments from accessing the cookie consent interface.

Accessibility Issues:

Elements must only use permitted ARIA attributesserious8 elements

Ensures ARIA attributes are not prohibited for an element's role

Affected elements (showing 3 of 8) :

<div aria-label="Amex 1 of 8"><div aria-label="Maestro Card 2 of 8"><div aria-label="Master Card 3 of 8">

How to fix

Zooming and scaling must not be disabledcritical1 element

Ensures <meta name="viewport"> does not disable text scaling and zooming

Affected elements :

<meta name="viewport" content="width=device-width, initial-scale=1.0, minimum-scale=1.0, user-scalable=no">

How to fix

Public Sector Bodies Accessibility Regulations 2018, Equality Act 2010