{"id":1941622,"date":"2026-05-18T07:00:04","date_gmt":"2026-05-18T04:00:04","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=1941622"},"modified":"2026-05-18T07:00:04","modified_gmt":"2026-05-18T04:00:04","slug":"the-eus-plan-to-tackle-cookie-fatigue","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=1941622","title":{"rendered":"The EU\u2019s plan to tackle &#8216;cookie fatigue&#8217;"},"content":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/images.euronews.com\/articles\/stories\/09\/75\/70\/37\/1200x675_cmsv2_75393d5a-d079-5454-b28d-2da85153bf3d-9757037.jpg&#8221;]<\/p>\n<article id=\"abe-2894622-pos1-c-latest-stories\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1 the-media-object--has-video\" data-nid=\"2894622\" data-cid=\"9762743\" data-part-label=\"Partner content\">\n<figure id=\"abe-2894622-label-pos1-c-latest-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/76\/27\/43\/189x106_cmsv2_977673c8-5c9a-5a03-a32d-20a4f11bdbd9-9762743.jpg\" loading=\"lazy\" alt=\"Witnesses reported seeing smoke rising across the plain shortly after the impact, Idaho, USA, 17 May 2026\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    No Comment<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Moment two fighter jets collide mid-air during US air show\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2894564-pos2-c-latest-stories\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1 the-media-object--has-video\" data-nid=\"2894564\" data-cid=\"9762414\" data-part-label=\"Partner content\">\n<figure id=\"abe-2894564-label-pos2-c-latest-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/76\/24\/14\/189x106_cmsv2_4d9eb40b-8192-5814-9bf2-d80ed1a5302b-9762414.jpg\" loading=\"lazy\" alt=\"Javier Bardem poses for photographers at the photo call for the film 'The Beloved' during the 79th international film festival, Cannes, southern France, Sunday, May 17, 2026.\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Cinema<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Javier Bardem attacks Trump, Putin and Netanyahu for &#8216;toxic behaviour&#8217;\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2893739-pos3-c-latest-stories\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1 the-media-object--has-video\" data-nid=\"2893739\" data-cid=\"9758821\" data-part-label=\"Partner content\">\n<figure id=\"abe-2893739-label-pos3-c-latest-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/75\/88\/21\/189x106_cmsv2_cfa31a4f-4bb3-5171-9864-872bd05b47a5-9758821.jpg\" loading=\"lazy\" alt=\"Europe in Motion\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Europe in Motion<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Hantavirus: How prepared is Europe for new health threats?\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2894332-pos4-c-latest-stories\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1\" data-nid=\"2894332\" data-cid=\"9761516\" data-part-label=\"Partner content\">\n<figure id=\"abe-2894332-label-pos4-c-latest-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/76\/15\/16\/189x106_cmsv2_1bee0e95-eed7-5e8b-8540-6acfbf3fa7b4-9761516.jpg\" loading=\"lazy\" alt=\"The Curator Suite\u2019s massive bed turns sleep into a spectacle \" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Residences<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Take a long snooze in South Korea: Is this the world\u2019s best hotel bed?\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2894622-pos1-c-latest-stories-sidebar\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2 the-media-object--has-video\" data-nid=\"2894622\" data-cid=\"9762743\" data-part-label=\"Partner content\">\n<figure id=\"abe-2894622-label-pos1-c-latest-stories-sidebar\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/76\/27\/43\/189x106_cmsv2_977673c8-5c9a-5a03-a32d-20a4f11bdbd9-9762743.jpg\" loading=\"lazy\" alt=\"Witnesses reported seeing smoke rising across the plain shortly after the impact, Idaho, USA, 17 May 2026\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    No Comment<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Moment two fighter jets collide mid-air during US air show\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2894564-pos2-c-latest-stories-sidebar\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2 the-media-object--has-video\" data-nid=\"2894564\" data-cid=\"9762414\" data-part-label=\"Partner content\">\n<figure id=\"abe-2894564-label-pos2-c-latest-stories-sidebar\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/76\/24\/14\/189x106_cmsv2_4d9eb40b-8192-5814-9bf2-d80ed1a5302b-9762414.jpg\" loading=\"lazy\" alt=\"Javier Bardem poses for photographers at the photo call for the film 'The Beloved' during the 79th international film festival, Cannes, southern France, Sunday, May 17, 2026.\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Cinema<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Javier Bardem attacks Trump, Putin and Netanyahu for &#8216;toxic behaviour&#8217;\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2893739-pos3-c-latest-stories-sidebar\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2 the-media-object--has-video\" data-nid=\"2893739\" data-cid=\"9758821\" data-part-label=\"Partner content\">\n<figure id=\"abe-2893739-label-pos3-c-latest-stories-sidebar\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/75\/88\/21\/189x106_cmsv2_cfa31a4f-4bb3-5171-9864-872bd05b47a5-9758821.jpg\" loading=\"lazy\" alt=\"Europe in Motion\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Europe in Motion<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Hantavirus: How prepared is Europe for new health threats?\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2894332-pos4-c-latest-stories-sidebar\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2\" data-nid=\"2894332\" data-cid=\"9761516\" data-part-label=\"Partner content\">\n<figure id=\"abe-2894332-label-pos4-c-latest-stories-sidebar\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/76\/15\/16\/189x106_cmsv2_1bee0e95-eed7-5e8b-8540-6acfbf3fa7b4-9761516.jpg\" loading=\"lazy\" alt=\"The Curator Suite\u2019s massive bed turns sleep into a spectacle \" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Residences<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Take a long snooze in South Korea: Is this the world\u2019s best hotel bed?\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article class=\"helper-site-row o-article-newsy\">\n<div class=\"helper-site-container o-article-newsy__container\">\n<div class=\"o-article-newsy__main\">\n<header class=\"h-grid o-article-newsy__main__header\">\n<nav aria-label=\"Breadcrumbs\" class=\"c-article-breadcrumbs\">\n<div id=\"adb-article-breadcrumb\" class=\"c-article-breadcrumbs__list\">\n<p>                          Next<\/p>\n<p>                          Tech News<\/p><\/div>\n<\/nav>\n<h1 class=\"c-article-redesign-title\">\n                            The EU\u2019s plan to tackle &#8216;cookie fatigue&#8217;<\/h1>\n<div class=\"c-article-image-video u-position-relative \">\n<div class=\"js-superdiv u-aspect-ratio-16x9 u-position-relative \" data-sponsored=\"Partner content\"><img fetchpriority=\"high\" decoding=\"async\" class=\"js-poster-img c-article-media__img\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/75\/70\/37\/1536x864_cmsv2_75393d5a-d079-5454-b28d-2da85153bf3d-9757037.jpg\" width=\"1536\" height=\"864\" loading=\"eager\" alt=\"The EU wants to reduce \u201ccookie fatigue\u201d through browser-level consent rules that promise fewer banners and more transparency.\"><\/div>\n<div class=\"c-article-caption u-position-absolute\"><i id=\"article-caption-content\" class=\"c-article-caption__content\"><span class=\"c-article-caption__text\"><br \/>\n              The EU wants to reduce \u201ccookie fatigue\u201d through browser-level consent rules that promise fewer banners and more transparency.<br \/>\n                    <span class=\"u-color-white\">&#8211;\u00a0<\/span><span class=\"c-article-caption__copyright\">Copyright\u00a0<\/span><span class=\"c-article-caption__credit\">Canva<\/span><\/span><\/i><\/div>\n<div class=\"c-article-image-copyright c-article-image-copyright--novideo\">\n      Copyright\u00a0Canva\n  <\/div>\n<\/div>\n<\/header>\n<div class=\"h-grid o-article-newsy__main__body u-article-content\">\n<div class=\"o-article-newsy__contributors-publication-date\">\n<div class=\"c-article-contributors\">\n  By&amp;nbsp<b>Egle Markeviciute, EU Tech Loop, Euronews<\/b><\/div>\n<div class=\"c-article-publication-date\" data-timestamp=\"1779087604\">\n         Published on<br \/>\n            <time datetime=\"2026-05-18 09:00:04 +02:00\">18\/05\/2026 &#8211; 9:00 GMT+2<\/time><\/div>\n<\/div>\n<div class=\"c-article-partage-commentaire u-align-items-center u-display-flex\"><span class=\"c-article-partage-commentaire__links u-align-items-center u-display-flex u-justify-content-center js-c-article-partage-commentaire-share\"><span>Share<\/span><\/span><span>Comments<\/span><\/div>\n<div class=\"c-article-partage-commentaire-popup-overlay js-c-article-partage-commentaire-popup-overlay u-display-none\">\n<div id=\"js-c-article-partage-commentaire-popup\" 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decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-reddit.svg\" width=\"48\" height=\"48\" alt=\"reddit\" class=\"u-show-for-desktop\" loading=\"lazy\"><span class=\"u-display-flex u-gap-1 u-show-for-mobile-only\"><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-linkedin.svg\" width=\"24\" height=\"24\" alt=\"linkedin\" loading=\"lazy\"><span>Linkedin<\/span><\/span><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-linkedin.svg\" width=\"48\" height=\"48\" alt=\"linkedin\" class=\"u-show-for-desktop\" loading=\"lazy\"><span class=\"u-display-flex u-gap-1 u-show-for-mobile-only\"><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-messenger.svg\" width=\"24\" height=\"24\" alt=\"messenger\" 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alt=\"vk\" loading=\"lazy\"><span>VK<\/span><\/span><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-vk.svg\" width=\"48\" height=\"48\" alt=\"vk\" class=\"u-show-for-desktop\" loading=\"lazy\"><span class=\"u-display-flex u-gap-1 u-show-for-mobile-only\"><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-bluesky.svg\" width=\"24\" height=\"24\" alt=\"bluesky\" loading=\"lazy\"><span>Bluesky<\/span><\/span><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-bluesky.svg\" width=\"48\" height=\"48\" alt=\"bluesky\" class=\"u-show-for-desktop\" loading=\"lazy\"><span class=\"u-display-flex u-gap-1 u-show-for-mobile-only\"><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-threads.svg\" width=\"24\" height=\"24\" alt=\"threads\" loading=\"lazy\"><span>Threads<\/span><\/span><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-threads.svg\" width=\"48\" height=\"48\" alt=\"threads\" class=\"u-show-for-desktop\" loading=\"lazy\"><span class=\"u-display-flex u-gap-1 u-show-for-mobile-only\"><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-whatsapp.svg\" width=\"24\" height=\"24\" alt=\"whatsapp\" loading=\"lazy\"><span>Whatsapp<\/span><\/span><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-whatsapp.svg\" width=\"48\" height=\"48\" alt=\"whatsapp\" class=\"u-show-for-desktop\" loading=\"lazy\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2 class=\"c-article-summary\">\n        The EU wants to reduce \u201ccookie fatigue\u201d through browser-level consent rules that promise fewer banners and more transparency. Critics warn the proposal could create new gatekeepers, weaken personalised advertising, and increase costs for European businesses.<br \/>\n    <\/h2>\n<div class=\"c-article-content c-article-content--next js-article-content\">\n<p>Many Europeans have long stopped taking notice of cookies that pop up on their browsers and press \u201caccept\u201d (roughly 54% of Europeans) or \u201cdeny\u201d (26%) &#8211; without much afterthought. <\/p>\n<div>\n<div class=\"c-ad u-show-for-mobile-only\">\n<div class=\"c-ad__placeholder\"><img decoding=\"async\" class=\"c-ad__placeholder__logo\" src=\"https:\/\/static.euronews.com\/website\/images\/logos\/logo-euronews-stacked-outlined-72x72-grey-9.svg\" width=\"72\" height=\"72\" alt loading=\"lazy\"><span>ADVERTISEMENT<\/span><\/div>\n<\/div>\n<div class=\"c-ad u-show-for-desktop\">\n<div class=\"c-ad__placeholder\"><img decoding=\"async\" class=\"c-ad__placeholder__logo\" src=\"https:\/\/static.euronews.com\/website\/images\/logos\/logo-euronews-stacked-outlined-72x72-grey-9.svg\" width=\"72\" height=\"72\" alt loading=\"lazy\"><span>ADVERTISEMENT<\/span><\/div>\n<\/div>\n<\/div>\n<p>Naturally, even fewer take the time to check their privacy settings regularly to see who has access to their search history. The problem was dubbed \u201ccookie fatigue,\u201d and the European Commission has outlined plans in the Digital Omnibus for a new system that could address it. <\/p>\n<p>However, critics state that the new system may create new gatekeepers, won\u2019t address the issue of consumer online literacy, and will result in European businesses having to spend more on online advertising. <\/p>\n<h2>What\u2019s proposed in the Digital Omnibus<\/h2>\n<p>With the Digital Omnibus package, particularly Articles 88b, the EC sets out plans for amendments to create a centralised framework where a user gives or refuses consent to processing via a single-click, machine-readable button, and the data controller has a right to re-ask the same question only after 6 months.<\/p>\n<p>The EC summarises the awaited positive effects in the Digital Omnibus through four dimensions: fewer cookie banners, more transparency, more clarity on when consent can be re-asked and a centralised approach to consent, which makes it less burdensome for both consumers, the public sector and European companies. <\/p>\n<p>The EC\u2019s own analysis of the socio-economic benefits of centralised browser-level consent estimates savings of \u20ac820 million for businesses, \u20ac320 million for the public sector, due to not having to spend resources on their own cookie-consent mechanisms anymore.<\/p>\n<p>The estimates for productivity savings &#8211; roughly \u20ac4,98 billion per year &#8211; seem to be slightly inflated, as they calculate the number of a basic user\u2019s visits against the number of seconds a person spends clicking cookie consent banners, arguing that the new proposal can help increase productivity by \u20ac4,98 billion per year.<\/p>\n<p>The European productivity issues were extensively covered by Mario Draghi in his competitiveness report. For individual Europeans, he argues that EU Member States have to move quickly from soft coordination of skills development to more targeted, KPI-based programs. <\/p>\n<p>If the browser-level consent is actually adopted, it will be relatively easy to look for a spike &#8211; or lack of it &#8211; in European labour productivity reports in a couple of years.<\/p>\n<h2>Criticism to centralized consent approach<\/h2>\n<p>From a consumer perspective, one cannot argue with the ambition to make cookie banners more transparent and less complex. Time constraints for the possibility to re-ask the user about cookies also seem logical, but we should consider potential negative effects on, first and foremost, European companies that advertise online (if the time period is too long). <\/p>\n<p>The proposal on centralised consent management, however, is something that requires broader discussion, where policymakers would consult not only technical experts but also institutions that oversee competition to better evaluate potential negative consequences more closely. <\/p>\n<p>The European Tech Alliance has drawn attention to the fact that mandatory browser-level consent could also centralise consent management in the hands of a few intermediaries, effectively creating new gatekeepers and weakening the direct relationship between users and service providers. <\/p>\n<p>The proposal is also important for small and medium enterprises and digital marketing specialists. If the current consent mechanism system is changed to a browser-level consent system, the SMEs and marketing specialists will have to move from personalised ads to contextual ads, which, according to the study by the Implement Consulting group, are always less effective and more expensive. <\/p>\n<p>A constructive, alternative, approach that could both meet the EC\u2019s ambition to reduce \u201ccookie fatigue\u201d, respect the European data protection framework, protect consumers, reduce administrative burden for both businesses and the public sector, and simultaneously avoid creating a new layer of complexity with potential negative socio-economic effects could be introducing clear guidelines on what operational processing activities that do not require consent, based the legitimate interest basis entrenched in the General Data Protection Regulation itself. <\/p>\n<p><strong>This story was originally published on<\/strong><strong>EU Tech Loop<\/strong><strong>and has been shared on Euronews as part of an agreement.<\/strong><\/p>\n<\/div>\n<p>                                  Go to accessibility shortcuts<\/p>\n<div class=\"c-article-partage-commentaire u-align-items-center u-display-flex\"><span class=\"c-article-partage-commentaire__links u-align-items-center u-display-flex u-justify-content-center js-c-article-partage-commentaire-share\"><span>Share<\/span><\/span><span>Comments<\/span><\/div>\n<div id=\"adb-article-you-might-also-like\" class=\"perf-cv-auto c-article-you-might-also-like\">\n<h2 class=\"c-article-you-might-also-like__title\">\n        Read more<br \/>\n      <\/h2>\n<div class=\"c-article-you-might-also-like__container\">\n<article id=\"abe-2893902-pos0-c-article-you-might-also-like__item\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1 the-media-object--has-video\" data-nid=\"2893902\" data-cid=\"9759469\" data-part-label=\"Partner content\">\n<figure id=\"abe-2893902-label-pos0-c-article-you-might-also-like__item\" 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src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/76\/03\/05\/480x270_cmsv2_56e8dfd7-98ca-54d9-8481-8921513634f5-9760305.jpg\" loading=\"lazy\" alt=\"Scenery of Malta\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Tech News<\/p>\n<h3 class=\"the-media-object__title  \">\n<p>    Malta gives citizens a paid version of ChatGPT Plus for free<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2893674-pos2-c-article-you-might-also-like__item\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1\" data-nid=\"2893674\" data-cid=\"9758404\" data-part-label=\"Partner content\">\n<figure id=\"abe-2893674-label-pos2-c-article-you-might-also-like__item\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/75\/84\/04\/480x270_cmsv2_ecc48f71-8afc-5a6a-8549-b3184c6afde8-9758404.jpg\" loading=\"lazy\" alt=\"Singh Lall's most prized possession is a vintage Motorola 'Brick' phone from the 80s. \" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Tech News<\/p>\n<h3 class=\"the-media-object__title  \">\n<p>    Dumb phones and iPods: Meet the people disconnecting with old tech<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<\/div>\n<\/div>\n<div class=\"perf-cv-auto\">\n<ul id=\"adb-article-tags\" class=\"c-tags-list\">\n<li class=\"c-tags-list__item\">\n<section class=\"tc-cta\" data-twig-component=\"Cta-default\">\n  Technology<br \/>\n<\/section>\n<\/li>\n<li class=\"c-tags-list__item\">\n<section class=\"tc-cta\" data-twig-component=\"Cta-default\">\n  European Union<br \/>\n<\/section>\n<\/li>\n<li class=\"c-tags-list__item\">\n<section class=\"tc-cta\" data-twig-component=\"Cta-default\">\n  cookies<br \/>\n<\/section>\n<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<aside class=\"o-article-newsy__aside\">\n<div class=\"c-ad-wrapper o-article-newsy__aside__content-1\" data-ad-name=\"adzone-halfpage\">\n<div class=\"c-ad c-ad-halfpage u-show-for-desktop\">\n<div class=\"c-ad__placeholder\"><img loading=\"lazy\" decoding=\"async\" class=\"c-ad__placeholder__logo\" src=\"https:\/\/static.euronews.com\/website\/images\/logos\/logo-euronews-stacked-outlined-72x72-grey-9.svg\" width=\"72\" height=\"72\" alt><span>ADVERTISEMENT<\/span><\/div>\n<\/div>\n<div class=\"c-ad u-show-for-mobile-only\">\n<div class=\"c-ad__placeholder\"><img loading=\"lazy\" decoding=\"async\" class=\"c-ad__placeholder__logo\" src=\"https:\/\/static.euronews.com\/website\/images\/logos\/logo-euronews-stacked-outlined-72x72-grey-9.svg\" width=\"72\" height=\"72\" alt><span>ADVERTISEMENT<\/span><\/div>\n<\/div>\n<\/div>\n<div id=\"adb-article-top-stories\" class=\"perf-cv-auto c-top-stories\">\n<h2 class=\"c-top-stories__title\">Top stories<\/h2>\n<div class=\"c-top-stories__item\">\n<article id=\"abe-2893459-pos2-top-stories\" 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id=\"abe-2893373-label-pos6-top-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/75\/68\/07\/320x180_cmsv2_ad552371-dea5-5916-9ad6-79273922f63d-9756807.jpg\" loading=\"lazy\" alt=\"File- Nvidia CEO Jensen Huang speaks during an Nvidia conference focusing on artificial intelligence in San Jose, Calif., Monday, March 16, 2026. \" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Trump called Nvidia&#8217;s CEO to join China summit at last minute, report<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<\/div>\n<\/div>\n<div class=\"perf-cv-auto c-ad-wrapper o-article-newsy__aside__content-2\" data-ad-name=\"adzone-halfpage\">\n<div class=\"c-ad c-ad-halfpage u-show-for-desktop\">\n<div class=\"c-ad__placeholder\"><img loading=\"lazy\" decoding=\"async\" class=\"c-ad__placeholder__logo\" src=\"https:\/\/static.euronews.com\/website\/images\/logos\/logo-euronews-stacked-outlined-72x72-grey-9.svg\" width=\"72\" height=\"72\" alt><span>ADVERTISEMENT<\/span><\/div>\n<\/div>\n<div class=\"c-ad u-show-for-mobile-only\">\n<div class=\"c-ad__placeholder\"><img loading=\"lazy\" decoding=\"async\" class=\"c-ad__placeholder__logo\" src=\"https:\/\/static.euronews.com\/website\/images\/logos\/logo-euronews-stacked-outlined-72x72-grey-9.svg\" width=\"72\" height=\"72\" alt><span>ADVERTISEMENT<\/span><\/div>\n<\/div>\n<\/div>\n<div class=\"perf-cv-auto c-most-viewed\">\n<h2 class=\"c-most-viewed__title qa-section-title\">Most read<\/h2>\n<div class=\"c-most-viewed__list\">\n<div class=\"c-most-viewed__item\"><span class=\"c-most-viewed__item__number\">1<\/span><\/p>\n<article id=\"abe-2893902-pos1-mostViewed\" class=\"the-media-object m-modeMobile-3 m-modeDesktop-3 m-modeXL-3 the-media-object--has-video the-media-object--no-label\" data-nid=\"2893902\" data-cid=\"9759469\" 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id=\"abe-2893153-label-pos5-top-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/75\/57\/48\/320x180_cmsv2_cc24719c-fa77-5f80-b24a-ee3904d839b5-9755748.jpg\" loading=\"lazy\" alt=\"US President Donald Trump takes tech titans to Beijing as AI rivalry heats up \" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Trump China visit: Here&#8217;s how the two AI superpowers compare<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2893373-pos6-top-stories\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2 the-media-object--no-label\" data-nid=\"2893373\" data-cid=\"9756807\" data-part-label=\"Partner content\">\n<figure id=\"abe-2893373-label-pos6-top-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/75\/68\/07\/320x180_cmsv2_ad552371-dea5-5916-9ad6-79273922f63d-9756807.jpg\" loading=\"lazy\" alt=\"File- Nvidia CEO Jensen Huang speaks during an Nvidia conference focusing on artificial intelligence in San Jose, Calif., Monday, March 16, 2026. \" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Trump called Nvidia&#8217;s CEO to join China summit at last minute, report<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2893902-pos1-mostViewed\" class=\"the-media-object m-modeMobile-3 m-modeDesktop-3 m-modeXL-3 the-media-object--has-video the-media-object--no-label\" data-nid=\"2893902\" data-cid=\"9759469\" data-part-label=\"Partner content\">\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    China unveils a giant rideable robot straight out of sci-fi movie<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2894023-pos2-mostViewed\" class=\"the-media-object m-modeMobile-3 m-modeDesktop-3 m-modeXL-3 the-media-object--has-related the-media-object--no-label\" data-nid=\"2894023\" data-cid=\"9760305\" data-part-label=\"Partner content\">\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Malta gives citizens a paid version of ChatGPT Plus for free<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2893674-pos3-mostViewed\" class=\"the-media-object m-modeMobile-3 m-modeDesktop-3 m-modeXL-3 the-media-object--no-label\" data-nid=\"2893674\" data-cid=\"9758404\" data-part-label=\"Partner content\">\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Dumb phones and iPods: Meet the people disconnecting with old tech<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2893420-pos4-mostViewed\" class=\"the-media-object m-modeMobile-3 m-modeDesktop-3 m-modeXL-3 the-media-object--no-label\" data-nid=\"2893420\" data-cid=\"9757037\" data-part-label=\"Partner content\">\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    The EU\u2019s plan to tackle &#8216;cookie fatigue&#8217;<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2877123-pos5-mostViewed\" class=\"the-media-object m-modeMobile-3 m-modeDesktop-3 m-modeXL-3 the-media-object--has-related the-media-object--no-label\" data-nid=\"2877123\" data-cid=\"9679584\" data-part-label=\"Partner content\">\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Space systems: Prepared or at risk? |Euronews Tech Talks Podcast<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<div class=\"articleBody\" data-key=\"articleBody\">Many Europeans have long stopped taking notice of cookies that pop up on their browsers and press \u201caccept\u201d (roughly 54% of Europeans) or \u201cdeny\u201d (26%) &#8211; without much afterthought.\u00a0Naturally, even fewer take the time to check their privacy settings regularly to see who has access to their search history. The problem was dubbed \u201ccookie fatigue,\u201d and the European Commission has outlined plans in the Digital Omnibus for a new system that could address it.\u00a0\u00a0However, critics state that the new system may create new gatekeepers, won\u2019t address the issue of consumer online literacy, and will result in European businesses having to spend more on online advertising.\u00a0What\u2019s proposed in the Digital OmnibusWith the Digital Omnibus package, particularly Articles 88b, the EC sets out plans for amendments to create a centralised framework where a user gives or refuses consent to processing via a single-click, machine-readable button, and the data controller has a right to re-ask the same question only after 6 months.The EC summarises the awaited positive effects in the Digital Omnibus through four dimensions: fewer cookie banners, more transparency, more clarity on when consent can be re-asked and a centralised approach to consent, which makes it less burdensome for both consumers, the public sector and European companies.\u00a0The EC\u2019s own analysis of the socio-economic benefits of centralised browser-level consent estimates savings of \u20ac820 million for businesses,\u00a0 \u20ac320 million for the public sector, due to not having to spend resources on their own cookie-consent mechanisms anymore.The estimates for productivity savings &#8211; roughly\u00a0 \u20ac4,98 billion per year &#8211; seem to be slightly inflated, as they calculate the number of a basic user\u2019s visits against the number of seconds a person spends clicking cookie consent banners, arguing that the new proposal can help increase productivity by \u20ac4,98 billion per year.The European productivity issues were extensively covered by Mario Draghi in his competitiveness report. For individual Europeans, he argues that EU Member States have to move quickly from soft coordination of skills development to more targeted, KPI-based programs.\u00a0If the browser-level consent is actually adopted, it will be relatively easy to look for a spike &#8211; or lack of it &#8211; in European labour productivity reports in a couple of years.Criticism to centralized consent approachFrom a consumer perspective, one cannot argue with the ambition to make cookie banners more transparent and less complex. Time constraints for the possibility to re-ask the user about cookies also seem logical, but we should consider potential negative effects on, first and foremost, European companies that advertise online (if the time period is too long).\u00a0The proposal on centralised consent management, however, is something that requires broader discussion, where policymakers would consult not only technical experts but also institutions that oversee competition to better evaluate potential negative consequences more closely.\u00a0The European Tech Alliance has drawn attention to the fact that mandatory browser-level consent could also centralise consent management in the hands of a few intermediaries, effectively creating new gatekeepers and weakening the direct relationship between users and service providers.\u00a0The proposal is also important for small and medium enterprises and digital marketing specialists. If the current consent mechanism system is changed to a browser-level consent system, the SMEs and marketing specialists will have to move from personalised ads to contextual ads, which, according to the study by the Implement Consulting group, are always less effective and more expensive.\u00a0A constructive, alternative, approach that could both meet the EC\u2019s ambition to reduce \u201ccookie fatigue\u201d, respect the European data protection framework, protect consumers, reduce administrative burden for both businesses and the public sector, and simultaneously\u00a0avoid creating a new layer of complexity with potential negative socio-economic effects could be introducing clear guidelines on what operational processing activities that do not require consent, based the legitimate interest basis entrenched in the General Data Protection Regulation itself.\u00a0This story was originally published on EU Tech Loop and has been shared on Euronews as part of an agreement.<\/div>\n<p>[analyse_source url=&#8221;https:\/\/www.euronews.com\/next\/2026\/05\/18\/the-eus-plan-to-tackle-cookie-fatigue&#8221;]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/images.euronews.com\/articles\/stories\/09\/75\/70\/37\/1200x675_cmsv2_75393d5a-d079-5454-b28d-2da85153bf3d-9757037.jpg&#8221;] No Comment Moment two fighter jets collide mid-air during US air show Cinema Javier Bardem attacks Trump, Putin and Netanyahu for &#8216;toxic behaviour&#8217; Europe in Motion Hantavirus: How prepared is Europe for new health threats? Residences Take a long snooze in South Korea: Is this the world\u2019s best hotel bed? No Comment [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[90],"tags":[226,36],"class_list":["post-1941622","post","type-post","status-publish","format-standard","hentry","category-international","tag-crawlmanager","tag-euronews-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1941622","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1941622"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1941622\/revisions"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1941622"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1941622"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1941622"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}