EU's New Cookie Rule: Simplifying Control, But Could It Backfire?
The European Commission is revising the ePrivacy directive, focusing on cookie usage. The new draft, withdrawn on February 12, 2025, aims to replace cookie banners with browser-based settings. However, privacy advocates argue that it may create more harm than good.
The proposed rule targets users who are unconcerned about cookies and do not change default settings. Privacy-conscious users already have browser tools to manage cookies, making the new rule pointless for them. Major web browsers already offer simple controls for managing cookies, including blocking third-party cookies and automatic deletion.
The rule will create obstacles for web users and harm ad-supported services like journalism. Restricting targeted advertising could make it harder for serious news outlets to compete with poor-quality clickbait. The 2002 ePrivacy directive required website owners to display banners about cookie usage, costing €2.16 billion per year. The new draft plans to replace cookie banners with browser-based cookie preference settings, but forcing cookie choices on uninformed users is pointless and does not empower them to choose wisely.
The revision of the ePrivacy directive regarding cookies aims to simplify user control. However, it may inadvertently harm ad-supported services and create unnecessary obstacles for unconcerned users. The European Commission should consider the potential impacts on both users and service providers before finalizing the new regulation.
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