European Commission plans to simplify cookie consent rules

The European Commission is preparing new measures to simplify how people give consent to website cookies, aiming to reduce the overwhelming number of banners that currently interrupt online browsing.

Cookie banners, introduced under the General Data Protection Regulation (GDPR) and the ePrivacy Directive, were meant to give users control over their personal data. But in practice, they have become a source of frustration, with internet users constantly asked to click through confusing consent requests on nearly every site they visit.

Simplifying digital consent

The Commission’s plan is part of a broader digital simplification package, designed to make online interactions easier for both users and businesses without weakening privacy protections. Proposals under discussion include:

• Centralised consent management: Users could make a one-time choice about cookie use through their browser or another recognised Consent Management Service, instead of repeating the process for every site.
• Permanent preferences: Saved cookie settings would reduce repetitive pop-ups while ensuring consent remains informed and active.
• Standardised tools: Websites would be encouraged to adopt uniform, competition-friendly consent mechanisms approved by data protection authorities.
• Balancing interests: The aim is to protect user privacy while also lowering compliance costs for companies and preserving viable online business models.

What it means for users and businesses

If adopted, these changes could make the online experience smoother, with fewer interruptions and clearer options for managing personal data. For businesses, standardised consent tools could reduce the administrative burden of maintaining compliance across the EU.

The Commission stresses that data protection remains central: the goal is to make consent simpler, not weaker.