By Ece Yildirim
The global influence of the EU’s cookie laws is due for a revamp later this year.
Cookies hold visitor information for websites and are crucial for some basic functions, like remembering your username. But they can also be a privacy nightmare. Your data gathered by these cookies can be sold to third-party companies and used for targeted advertising.
To deal with the murky implications of cookies, the European Union enacted a sweeping cookie law in 2009, based on a previous privacy directive. With this new law, websites had to ask European visitors for consent to use cookies. Many companies have switched their systems to include consent pop-ups for users worldwide, rather than creating separate European versions of their sites, so it has also affected Americans.
Although the aim was to give power back to the users and let them decide which cookies they were okay with or not, the law has since had unintended consequences, the main one being “cookie fatigue.” Users are now bombarded with consent pop-ups so often that they rarely read them, choosing to just blindly click to accept the cookies. So the consent pop-ups make you feel like you are secure, but are not actually good at offering real protection.
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