Cookie banners are an essential part of online browsing, but they can be quite bothersome and waste time. In Europe alone, people spend hundreds of millions of hours dealing with cookie banners, which can negatively impact productivity. The existing rules regarding cookie banners were introduced in 2002, and although they were meant to protect user privacy, they may not be as effective as intended.
Companies use cookies to track user behavior, improve ads, and analyze web analytics. The repetitive nature of cookie banners can lead to “banner fatigue,” making users accept without thought. As a result, some people believe that the existing rules should be revisited for a more effective solution.