EU wants stricter cookie legislation

Currently, online surfers continuously get notifications about cookies when they visit a website for the first time. However, the European Commission wants to get rid of that notification and wants browsers to block cookies automatically.

Fewer relevant ads

If Europe gets its way, the cookie legislation will become a lot stricter soon, because it wants every browser to automatically block third party tracking cookies. The advertising business has already protested, claiming it is a bad idea.

The industry says this new legislation will not make sure people see fewer ads, but just that these ads are not as relevant. “If I do see an ad, I’d prefer an ad for razor blades for men instead of one for women”, ad industry organization IAB Netherlands’ Jeroen Verkroost told RTL Z. 

Civil rights organization Bits of Freedom is all in favour of the stricter rules. “We find it important that people get the tools to express their wishes and, if necessary, enforce technically”, David Korteweg said.

The final proposal should be ready on 11 January 201 and may be enforced in 2018.

Current rules became law in 2012

Cookies have been a talking point in the European Union for a while. Websites use these temporary files to store a set of data. For example, this helps recurring visitors to see the website in the right language from the start. Ad agencies also use these to track users on the internet.

Cookies help create more relevant ads, but are also a privacy issue, which is why new European legislation from 2012 forced websites to mention they were using cookies and give users the option to refuse them.