Contents
What?
The European Commission has announced changes to its cookie regulations, which aim to simplify the process of obtaining consent from website users. The reform aims to reduce the number of intrusive banners and allow users to more easily manage their cookie preferences. The new regulations will impact how users control their data online.
Why is this important?
Cookie reform is important because it addresses one of the most important privacy issues in the digital world. The current cookie consent system is cumbersome and its effectiveness in ensuring transparency and data protection is limited. The new regulations aim to simplify the process, which will positively impact user experience and enable better management of personal data online. For e-commerce companies, it also presents a challenge related to the need to adapt systems to the new regulations.
Who is this information for?
The reform is particularly important for online store owners and all digital businesses, which must adapt their systems to the new cookie management rules. The changes will also be crucial for internet users, as they will allow for easier control over what data is collected while browsing websites.
Background to the topic
Cookies, used by most websites, collect user data, allowing for the personalization of content and advertising, and improving the online experience. However, the mandatory display of cookie consent banners has become a common practice, becoming tedious for many users. Although intended to improve privacy, in practice, this system is not working. The European Commission has recognized the need for reform aimed at simplifying cookie management and better protecting the privacy of internet users across the European Union.
Brussels, October 2025 cookie policy . The changes aim to simplify consent rules and effectively protect online privacy. EU officials say the current system, based on pop-up banners, has become inefficient and burdensome for both users and website owners.
Cookie banners are losing their meaning
Since 2009, the rule has been that every website must obtain user consent for the use of most types of cookies. In practice, however, most internet users automatically click "I agree" without considering the consequences. As a result, this system does not increase real transparency or data protection, but only leads to so-called "consent fatigue.".
The European Commission acknowledges that cookie acceptance banners are not fit for purpose . They are often ignored or treated as a barrier to accessing content, rendering the original privacy protection principles ineffective.
New model – one place to manage consents
The reform aims to introduce the ability to manage cookie preferences directly in the web browser settings . This means that once a user sets their preferences, websites will automatically adapt to them. This solution is intended to reduce the number of banners and improve the user experience.
statistical cookies from the consent requirement . This could significantly reduce the number of pop-up messages on websites.
Reform in the name of convenience or privacy?
The Commission's proposal has been met with mixed reviews. Some privacy organizations warn that simplifying the system won't solve the problem of user tracking online. The lack of clear rules on data processing could mean that the reform primarily benefits advertisers and technology companies, rather than users themselves.
According to experts, the introduction of consistent regulations regarding transparency and limiting user profiling will be crucial. Without these, the new consent management model may prove to be merely a cosmetic change.
What does this mean for website owners?
For online store and digital platforms, this means adapting their systems to the new rules. Companies will have to implement solutions that are compatible with browser settings and abandon existing banner scripts. In the long run, however, this could mean greater user trust and a better brand experience.
A new chapter for privacy in the digital world
If adopted, the reform could become one of the most important steps towards a more transparent internet in the European Union. The digital world will gain the opportunity for a new model of trust between users and companies. These changes could also impact global data protection standards, setting new directions for online privacy policy.
You can read more about data protection trends in the digital world in the Digital World blog .
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Kornelia Makowska
e-commerce specialist
A marketing and management expert specializing in digital marketing and e-commerce, she has extensive experience managing online stores, developing online sales, and building brand presence in digital channels. She effectively creates and implements comprehensive marketing strategies, focusing on optimizing sales activities, increasing conversions, and long-term brand image enhancement. She combines expertise with a practical approach based on data analysis and insight into the latest market trends.
