In 2012, the EU introduced a law forcing every website using cookies to explicitly notify users when a page is loaded. This has given rise to the “this website uses cookies” warnings which are now prevalent across the Internet. The banners are usually found at the top or bottom of webpages and must be deliberately dismissed by the user before they disappear.
That could soon change under plans announced this week. The EU is considering a new proposal that would allow website administrators to start removing the banners from their sites. Instead, consumers would set their preferences using a setting in their web browser. This would then be shared with websites as required.
According to the EU, the existing rules help Internet users to stay in control of their privacy online. Cookies are routinely used to track website visitors and power advertising data, enabling them to monitor a user’s browsing history. This is the primary argument from people who support the banners.
However, many other types of cookie are harmless and required for websites to operate. For example, persistent session cookies allow a website to detect whether you’re an authenticated, logged in user. When your password is verified, your computer is sent a cookie. When you try to access a restricted resource, such as a personal profile page, the server checks whether you’ve been granted the cookie before displaying it.
Because cookies are so widely used across the industry, the EU’s 2012 ruling has led to the proliferation of cookie banners. However, most consumers dismiss the warnings without clicking on them. The new solution has been developed as a more consumer-friendly alternative.
Upon installing or configuring a new browser, users would need to specify their cookie preferences. “Non-privacy intrusive” cookies, such as ones used to check if you’re logged in or save items to a shopping cart, will not need consent. The preferences will then apply to every website, putting an end to the current per-site warnings.
While the changes sound positive initially, experts have suggested they could end up being detrimental in the long-term. There are concerns that publishers reliant on ad networks for revenue could experience a shift in their income. Users may end up inadvertently choosing to ban cookies from their browsers if the new prompts are implemented incorrectly.
The new regulations will come into effect by May 2018 if passed by the EU. Websites will be expected to comply with the rules, incurring fines of up to four percent of their income if they fail to honour browser cookie settings. The browser vendors have not commented on the proposals.
