In current times, one of the most annoying elements of the modern internet is the cookie pop-ups, which ruin the internet browsing experience by sending multiple consent banners. Thankfully, now, in an attempt to cut red tape and simplify the experience of browsing the web, European Union (EU) lawmakers have announced a new proposal that mandates a one-click consent system to allow users to set their cookie preferences just once.
New EU rules to allow managing cookies at the browser level: Key details
The European Commission (EC) has announced a new Digital Package of proposals aiming to drastically simplify the EU’s digital rules in various areas, including how websites handle cookie consent. The changes will centre on the General Data Protection Regulation (GDPR), in force since 2018, which has fundamentally changed how companies handle personal data.
The GDPR is also the source of annoying cookie prompts that appear when visiting most common leading websites. These cookies are small data files created by a web server when a user is browsing a website and stored on the user's device, enabling big tech companies to target with personalised advertising.
The Commission has now presented its new proposals as an effort to simplify and clarify European digital law. Under these plans, cookie consent banners should appear less frequently, with certain activities no longer requiring consent to display unnecessary cookies. This system places new responsibilities on websites, which will need to integrate a clear GDPR toggle. This toggle will automatically communicate a user’s consent choice to every website they visit, and this move is intended to end consent fatigue.
However, the final rules will not come into effect until next year. Until then, a transitional solution will be applied, as these proposals first need to be approved by the European Parliament. Gradually, in future, we will be able to set a single preference in our browser for ad recommendations, and all websites will have to respect that choice.
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