EU Commission proposes browser signal to end cookie banners

The European Commission’s Digital Omnibus reform, announced in November 2025, includes a draft Article 88b that would introduce a machine‑readable browser signal. The signal would let users set their privacy preference once in the browser, obliging websites to respect that choice without displaying individual cookie banners. Advocates such as the privacy groups noyb and EDRi argue that up to 90 % of users click “Yes” on banners even though only about 3 % actually want to be tracked.

Industry lobbyists, led by Google and other advertising firms, have pushed back, arguing the change would reduce consent rates. Their pressure helped the EU Council remove the browser‑signal clause on 18 June 2026, leaving the existing click‑through consent model in place. Germany has opened a voluntary pathway for recognised consent‑services, but none have been approved so far. The proposal remains stalled as the European Parliament and member states debate the future of cookie‑banner regulation.