ToughCookie.euSolutions & Policy
What's Happening?
On May 5, 2026, the EU Commission's Digital Omnibus proposal introduced a fundamental shift in how online consent works. Instead of websites managing cookie consent, browsers would control all consent decisions.
While presented as a solution to "cookie fatigue," this change would have far-reaching consequences for Europe's digital economy, particularly for small and medium enterprises (SMEs) and startups.
Our Solution
We support reducing cookie fatigue and improving user experience. However, the solution must balance consumer convenience with economic competitiveness:
- Conduct a Proper Impact Assessment: Evaluate the full economic consequences before implementation, including effects on SMEs, startups, and market competition.
- Preserve Direct Customer Relationships: Maintain the ability for businesses to communicate directly with their customers without browser intermediation.
- Simplify Without Centralizing: Improve consent interfaces at the website level rather than concentrating power in browsers.
- Protect Competitive Markets: Ensure regulations support rather than hinder European innovation and entrepreneurship.