Reject all
Reject all is the button on a cookie banner that refuses every non-essential cookie in one click, and regulators expect it to be as visible and as easy to use as Accept all.The requirement follows from the definition of consent: a choice is only free if refusing is as easy as accepting. The CNIL made it explicit in its guidelines of 17 September 2020 and then fined Google, Facebook, Microsoft and TikTok between December 2021 and December 2022 for banners where accepting took one click and refusing several. The EDPB's cookie banner task force reported in January 2023 that a large majority of EU authorities consider the absence of a reject option on the same layer as the accept button to be an infringement, and that a reject link buried in a paragraph of text does not count.
Design details matter: the same size, weight, color intensity and position as Accept all; a clear label, not "Continue" or "Save"; a one-click effect, with no second layer to confirm; and a working result, meaning that no analytics or marketing cookie is set afterwards. Rejecting may still leave the strictly necessary cookies, and the site should remember the refusal so the banner does not reappear immediately.
Reject all is not legally required in the United States, where the model is opt-out, nor in Switzerland, where a right to refuse suffices, but it works there too. Cookiequiet shows Accept all and Reject all with the same size and weight by default; the Reject all guide explains the choices.