During the past couple of years, mostly as a result of GDPR and CCPA, websites have started to present users with cookie consent banners. These banners are web forms where the users can state their preference and declare which cookies they would like to accept, if any at all. Although requesting consent before storing any identifiable information is a good start towards respecting the user privacy, yet previous research has shown that websites do not always respect user choices. In this paper, we go a step further and explore whether websites use more persistent and sophisticated forms of tracking in order to track users who have said that they do not want cookies. Such forms of tracking include canvas fingerprinting, first party ID leaking, and cookie synchronisation. Our results suggest that websites do use such modern forms of tracking even before users had the opportunity to register their choice with respect to cookies. To add insult to injury, when users choose to raise their voice and reject all cookies, user tracking only intensifies. As a result, users’ choices play very little role with respect to tracking: we measured that more than 75% of tracking activities happened before users had the opportunity to make a selection in the cookie consent banner, or when users chose to reject all cookies.

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