This is an interesting development and does seem to make sense given that cookie pop-ups can interrupt the consumer web-browsing experience.
This change could also result in consumers paying more attention to their online privacy, since filtering out generic cookie notices would mean that users are only alerted to cookies which are intrusive or seeking to collect Personal Data, hopefully affording them more impact.
However, whether this change is ultimately beneficial to users depends on how it is to be implemented. It is no surprise that there is already resistance from companies that rely on online advertising revenue. If those companies lose out on these funds, they could seek to recover them elsewhere, resorting to subscription services or charging for content which was previously free.
This could have a fundamental effect on the online consumer experience and is something legislators need to be aware of.
Plans to cut down on the "annoying" cookie banners that web users face have been released by the European Union. Instead of giving consent to cookies on every website they visit, users would be able to set general preferences. The European Commission said the plans, which would also remove banners for non-intrusive cookies, would help to tackle an "overload" of such requests. But experts warned the plans could harm advert-funded media, as well as platforms such as Facebook and Google. Cookies are small files that download on to a user's device and enable tracking, sometimes to power advertising. Since 2012, EU rules have required websites to tell users what cookies are being placed on their machine. Typically, this meant a pop-up window seeking consent.