The European Commission is proposing significant changes to how websites handle cookie consent, aiming to eliminate one of the biggest frustrations for internet users: constant pop-ups.
Under the new rules, which were announced via a press release, visitors will be able to set their preferences at browser or operating system level, and websites will have to respect this, meaning no more repetitive banners every time they land on a new site. This is a huge step forward for user experience, creating a cleaner, less intrusive online environment.
For businesses and marketers, however, this will have a much greater impact. With consent managed at browser level, the ability to track user behaviour in detail could be reduced. Users may set their preferences to be stricter on privacy as it’s a setting to be applied to all websites – whereas previously, they may have allowed tracking cookies from websites they frequent on a regular basis and trust. This means retargeting campaigns, personalised ads and advanced analytics may become much harder to implement. On the other hand, a smoother, more trustworthy browsing experience can increase engagement and strengthen brand reputation.
Although these proposals are designed for the EU, the UK typically follows suit with similar regulations. The proposals are part of a broader “digital omnibus package” that also addresses AI and cybersecurity, signalling a continued push for transparency and simplicity in the digital space.
At Engage Web, we stay in the know of updates like this, so our clients don’t have to. Every website we build is compliant with the latest rules, so you can focus on growing your business without worrying about the techy stuff. If you’re ready for a future-proof website that ticks all the boxes, speak to us today.
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