The European Union is moving forward with plans to reduce the endless stream of online cookie banners that many internet users routinely ignore, as part of a broader effort to simplify digital privacy rules and improve transparency for consumers.
Under proposals included in the European Commission’s Digital Omnibus package, users could soon manage online tracking permissions through a single browser-level consent system rather than repeatedly responding to pop-up requests on individual websites.
The initiative is aimed at addressing what policymakers describe as “cookie fatigue,” a growing problem where users automatically click “accept” or “deny” on privacy notices without fully understanding how their data is being used.
According to figures cited by the European Commission, around 54 percent of Europeans typically accept cookies while about 26 percent reject them, often without reviewing privacy settings or examining which companies gain access to their browsing activity.
The proposed reforms, particularly under Article 88b of the Digital Omnibus, would create a centralized framework allowing users to give or refuse consent through a machine-readable browser setting. Companies would also be limited in how often they could ask users to reconsider their choices, with consent requests only allowed to be repeated after six months.
The European Commission says the changes would bring several benefits, including fewer disruptive cookie banners, greater clarity for users, and reduced administrative burdens for businesses and public institutions.
Commission estimates suggest businesses across Europe could save around €820 million by no longer having to maintain their own cookie consent systems, while the public sector could save an additional €320 million. The Commission also projected productivity gains of nearly €5 billion annually, arguing that Europeans collectively spend substantial time dealing with consent pop-ups while browsing online.
The proposal comes as European leaders continue to focus on improving the bloc’s competitiveness and digital efficiency, an issue highlighted in recent economic discussions led by former Mario Draghi.
Despite support for simplifying consent rules, the proposed system has drawn criticism from technology groups, advertisers and digital marketing specialists who fear it could shift too much power toward major browser providers.
The European Tech Alliance warned that browser-level consent management could create a small group of new digital gatekeepers that control how users interact with online services. Critics argue the system may weaken the direct relationship between websites and users while making online advertising more difficult for small and medium-sized businesses.
Industry groups also say the move could reduce the effectiveness of personalized advertising, forcing companies to rely more heavily on contextual advertising, which they argue is less targeted and more expensive.
Some experts have suggested an alternative approach focused on clearer guidelines for data processing activities that can legally operate under the “legitimate interest” provisions already included in the EU’s General Data Protection Regulation.
The debate over the proposal is expected to continue as EU lawmakers, regulators and industry groups examine how the new system could reshape online privacy and digital advertising across Europe.
