he European Commission is considering significant changes to how websites collect user consent for cookies—moves that could reduce the number of intrusive pop-up banners, but also raise concerns about weakening digital privacy protections.
Since 2009, websites operating in the EU have been required to obtain explicit consent before storing cookies on users’ devices. These cookies, while sometimes used for technical functions, are often employed for tracking behavior, building user profiles, and delivering targeted advertising. As a result, consent pop-ups have become a routine—and often frustrating—part of browsing the web.
Now, the Commission is looking to streamline this process. According to a document circulated to stakeholders and reported by Politico, the proposal includes broadening exemptions for certain types of cookies and allowing users to set their preferences just once, rather than on every website they visit.
One idea under discussion is to remove consent requirements for cookies that are used strictly for technical purposes or anonymous statistics. This was explained by the fact that such cookies pose minimal privacy risks, in contrast to those used for advertising or data sharing with third parties.
However, privacy advocates warn that the Commission’s approach could weaken the very protections the current system was designed to provide. Critics point to ongoing problems with enforcement and manipulation of cookie consent practices. Research has shown that many websites still collect tracking data in ways that do not meet EU legal standards, even with explicit consent mechanisms in place.
The fear among digital rights groups is that simplifying the rules could blur the line between benign and invasive data collection, particularly if distinctions between technical and marketing cookies are not clearly maintained.
While industry representatives suggest shifting cookie regulation under the GDPR framework—where privacy safeguards can be adjusted based on risk—privacy groups argue this could further dilute accountability in the name of convenience and competitiveness.
