Europe’s cookie nightmare is crumbling

TLDR

The European Commission has proposed significant changes to cookie consent policies in Europe, aiming to simplify the user experience by allowing individuals to set their cookie preferences at the browser level, rather than through per-site pop-ups. This shift, part of a broader Digital Package, seeks to modernize the 'cookies rules' while maintaining strong data protection, and will initially introduce a simplified yes or no prompt before full browser integration. The proposal, which also seeks to limit the use of cookie banners for non-essential purposes, is now under review by the European Parliament and EU member states.

Europe is trying to move cookie consent into the browser so we don’t have to click “accept” on 900 popups a day and all I can say is: can the U.S. please steal this idea immediately, for the love of God, before we drown in one more “your privacy matters” banner that clearly says the opposite.