"Although the aim was to give power back to the users and let them decide which cookies they were okay with or not, the law has since had unintended consequences, the main one being cookie fatigue. Users are now bombarded with consent pop-ups so often that they rarely read them, choosing to just blindly click to accept the cookies. So the consent pop-ups make you feel like you are secure, but are not actually good at offering real protection."
"Early last year, they tried to do so with a cookie pledge that had major platforms owned by the likes of Amazon, Apple, Meta, and ByteDance sign an optional agreement promising to improve the cookie pop-ups. That unsurprisingly must not have worked out as well as they hoped. Now, EU officials are planning to present a rule that addresses this concern for good in December, Politico reported on Monday."
Cookies store visitor information and enable basic website functions but can also enable data gathering for third-party sales and targeted ads. The EU enacted a cookie law in 2009 requiring websites to obtain consent from European visitors. Many companies implemented global consent pop-ups, causing widespread cookie fatigue as users often accept without reading. Optional industry pledges involving major platforms failed to resolve the issue. EU officials plan to introduce a binding rule in December and are meeting with tech firms to develop solutions. The European Commission proposed browser-level cookie preference settings to replace per-site pop-ups.
Read at gizmodo.com
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