EU proposes new 'Reject All' cookie consent rules to reduce user fatigue
The European Union has proposed new rules to simplify cookie consent on websites by introducing a 'one-click' option to reject all cookies.
This initiative aims to reduce the time users spend managing cookie preferences and enhance privacy controls.
Under the current system, users must actively consent to cookies on most websites, as mandated by the EU's General Data Protection Regulation (GDPR) and the e-Privacy Directive.
The new proposal seeks to merge these two frameworks to streamline consent processes.
The changes are expected to save users approximately 198 million hours annually by reducing the repetitive task of accepting or rejecting cookies on every website visit.
The proposal was announced as part of the 'Digital Omnibus' package in November 2025.
The European Commission's vice president for technology, Henna Virkkunen, highlighted the excessive time spent by users managing cookie preferences and framed the changes as a pro-consumer move.
Cookies are small text files placed on devices to store information, ranging from website performance data to tracking user behaviour for advertising purposes.
The tracking capabilities of cookies remain a key concern for privacy advocates.
While the proposal aims to reduce consent fatigue, some experts express skepticism about its effectiveness, fearing it may replace one problematic solution with another.
The concern is that websites could continue to track users' behaviour and geolocation, potentially undermining privacy.
The new rules would require websites to provide a clear and easy option for users to reject all cookies with a single click, potentially improving user control over personal data.
