The End of Annoying Cookie Banners? The EU Is Finally Considering a New Law

The End of Annoying Cookie Banners? The EU Is Finally Considering a New Law notes that ten years ago the EU amended its internet regulations under the ePrivacy Directive, requiring explicit banners prompting users to grant or withhold consent for cookies. The piece explains that banners remain irritating because many people still click “accept” without reading the privacy notice, and the repetitive process wastes time.

It says the EU is consulting industry representatives in preparation for a new amendment to the ePrivacy Directive, with some proposing that cookie consent be incorporated into the GDPR. According to Peter Craddock, data protection lawyer, “Too much consent basically kills consent.

People are used to giving consent for everything, so they might stop reading things in as much detail, and if consent is the default for everything, it’s no longer perceived in the same way by users.” The article also notes that major tech firms and ad networks continue to rely on cookies, while privacy advocates warn the EU must not weaken protections.