Commission Wants End to Cookie Pop-ups

Current System Doesn’t Work

Since 2009, European websites and e-shops must obtain active consent from visitors for cookie use through banners. Only functional cookies are exempt. However, according to the European Commission, this system has proven ineffective.

The problem is clear – people mechanically click banners without considering the content.

This results in a flood of consents that doesn’t increase data protection. Instead, cookie banners cause frustration for both visitors and website operators.

Centralized Preference Settings

The Commission is working on changing cookie rules. The main proposal involves a central location where users set their preferences once – for example, in browser settings. This would eliminate the need to select cookies on every website visit.

Another proposal exempts statistical cookies from consent requirements if they don’t process personal data. This would reduce the number of required consents.

Reform Criticism

The proposed changes face criticism. Data protection advocates warn that removing banners won’t solve online surveillance problems. While user experience improves, privacy protection won’t improve.

They demand a more comprehensive approach to data protection that addresses broader digital surveillance issues.

E-commerce Impact

For online stores, changes could mean reduced compliance costs and better conversion rates without annoying pop-ups. Automatic consent for statistical cookies would simplify analytics. However, centralized settings may limit personalisation and remarketing campaign options if customers set stricter preferences.