If you are perusing this article, you probably encountered a cookie banner beforehand. Have you consented to the use of cookies? Refused? Partially declined? Confirmed a preselection and confirmed again? Just like yesterday?
Because most internet users do not exactly know what they are rejecting or accepting every day, the EU Commission in Brussels has now decided to regulate cookie banners. Ideally, consumers should only have to decide once a year which cookies they allow – and be easily informed about the use of the collected data beforehand.
EU Commissioner for Justice speaks of “annoying matter”
EU Commissioner for Justice, Didier Reynders, told the “Welt am Sonntag” that cookies currently make the web an “annoying matter”.
“We will tackle the growing ‘cookie fatigue’ among online users and at the same time, support consumers in better understanding the advertising models and opting for advertising that is less intrusive,” said Reynders. “For example, the consumer should only be asked again whether he is willing to accept cookies one year after the last request.”
The repeated request often leads to inadvertent approvals.
Cookies enable companies to collect user data
Starting from spring 2024, the internet giants Apple, Microsoft, Amazon, Meta, and TikTok should voluntarily commit to stricter cookie rules, Reynders told the “Welt am Sonntag”.
These rules also include a more easily understandable explanation to consumers about the use of their data. In addition to so-called essential cookies, which are necessary for the operation of the website, many companies use so-called voluntary cookies. The latter serve the analysis and storage of a user’s internet behavior, allowing, for example, the display of personalized advertising.
