Concerns raised over EU plans to address cookie fatigue

Plans by the European Commission to reduce cookie fatigue through browser-level consent rules have sparked fears that the move could increase costs for European businesses.

Article 88b of the Digital Omnibus package proposes a centralised framework that would allow users to set data processing preferences via a single-click, machine-readable button. Controllers would be barred from re-prompting users for consent for at least six months. The Commission projects this system will yield annual savings of €820 million for businesses and €320 million for the public sector by removing individual website consent mechanisms.

However, critics and the European Tech Alliance warn that browser-level settings risk centralising control in the hands of a few digital intermediaries, effectively creating new market gatekeepers. Detractors argue this approach weakens the direct relationship between users and service providers, fails to improve consumer online literacy, and could increase online advertising costs for European businesses.

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