Are you tired of incessant pop-up notifications requesting cookie agreement each time you access a website? Internet users may soon find relief from these cookie consent alerts.

The European Commission is deliberating on relaxing a 2009 EU regulation that has inadvertently resulted in the proliferation of cookie consent pop-ups on the internet.

This regulation, referred to as the e-Privacy Directive, requires websites to secure user consent before placing cookies on their devices.

Cookies are tiny text files utilized by websites to retain user data and preferences. They were originally designed to enhance user experiences. For example, cookies enable users to remain signed into social media accounts without having to re-enter their credentials every time they visit. They also allow users to return to an online shopping site with their cart items preserved from a prior session.

The e-Privacy Directive was intended to safeguard user privacy, as cookies can also facilitate intrusive marketing or be shared with third parties without user agreement. While the law makes exceptions for cookies that are “strictly necessary” for delivering a service, many platforms continue to present consent pop-ups to sidestep legal repercussions.

According to POLITICO, the European Commission is investigating ways to alleviate the cookie pop-up overload.

The EU may introduce additional exceptions to the existing law or permit users to establish consent preferences in their browser settings in advance.

Industry lobbyists have pushed for the incorporation of cookie consent regulations into the EU’s wider General Data Protection Regulation (GDPR). As POLITICO highlights, the GDPR applies a “risk-based approach,” providing companies with greater authority over privacy measures.

Nevertheless, privacy advocates warn against granting the industry excessive influence over cookie consent, as alterations could result in increased user data being shared for advertising purposes.

It appears EU nations are seeking modifications to diminish the prevalence of cookie consent pop-ups. Denmark, for instance, proposed that data gathering for “technically necessary functions” or “simple statistics” should not necessitate user consent.

It is essential to understand that the EU’s cookie consent regulation has led to the worldwide adoption of similar pop-ups, so the EU’s decision will have repercussions for countries beyond Europe.