The European Commission aims to reform the EU’s cookie consent rules that have cluttered websites with intrusive banners asking for permission to track user data[1]. The initiative seeks to streamline data protection while maintaining privacy safeguards through centralized consent mechanisms[1:1].
Cookie consent banners emerged from the ePrivacy Directive (Cookie Law) and GDPR requirements, which mandate websites obtain explicit user permission before collecting non-essential data through cookies[2]. Current rules have led to widespread implementation of pop-up notices that interrupt user experience and often employ confusing interfaces.
The proposed changes reflect growing recognition that the existing approach has “messed up the internet” while failing to provide meaningful privacy protection[1:2]. Rather than requiring individual consent on every website, the Commission is exploring solutions like centralized consent management to reduce banner fatigue while preserving user privacy rights.
Oh that’s entirely possible, even with the current law as it is. All the developer has to do is to stop using cookies for anything that is not related to the functionality of the website.
But of course, the adtech bros won’t give up on their precious tracking, so they’d rather try and shift the blame with an empty argument along the lines of “Hey, the bad EU law is forcing us to bother you.”
Yeah, that’s why I’m saying that the current solution does not work. It’s why I was proposing a new standard that is enforced by law and that does not depend on subjective definitions of what’s “essential” so anyone who does only want to allow certain purposes can opt in/out of certain cookies without the hassle.