September 22, 2025
Endless Cookie Alerts May Vanish as The EU Sees A Crumb of CX Sense
A blight on every browser, a pain for all businesses keeping up with the latest diktats, and annoying for the entire online universe. Confirming our cookie settings (again, and again, and again) has been a royal pain since the EU law on ePrivacy was introduced in 2009.
However, it looks like the law makers too are fed up with the pain of choosing their cookies options. They likely got angrier when they found there’s no “reject all” option, and blew their tops when justifying the existence of 276 marketing partners who may gain access to their browsing information.
In other words, in the UX/CX era, even they have recognised that browser interactions keeping customers, consumers and users from their objectives, are not good. See “Americans Are Finally Fighting Back Against Creepy Cookies” for the US take on this problem.
Making Cookies Simpler
The trouble is, as with everything in European Politics, nothing is simple. The politicians and various privacy and marketing lobbying groups have been sniping at each other for years over the issues. With some concerned about the move to a lighter touch, and others pushing for further progress in deregulation.
At CXM, we’d love to use a uniform, browser-based, set of rules that users can set for all websites (with exceptions where needed). That would enable auto-zapping of pop-ups as they appear with our default preferences baked into Chrome, Safari or Edge.
For now, we’ll wait to see what the political flacks have to say on the issue, but don’t expect anything to happen quickly. And then the tech companies will have to revise how they operate, and then every website will likely have to tweak its code.
Remember when Google tried to ditch third-party cookies? Expect more of arguments and complexity along those lines. In the UK, the Information Commissioner’s Office (ICO) has long been battling for sense when it comes to cookie banners, making it interesting to see what comes next.
