In the last meeting of 2023, the European Data Protection Board (EDPB) adopted the initiative of the European Commission to respond to a cookie fatigue phenomenon through a voluntary business pledge. This comes after the European Commission asked the EDPB in October 2023 to consider whether the pledge is in compliance with the General Data Protection Regulation (GDPR).

In March 2023, the Commission announced an initiative that acts as an avenue for a series of discussions with stakeholders on navigating this user-tracking application, to make cookies simpler for the users. Last week, the Commission introduced its proposals where it outlined principles for digital advertisers, urging simplified consent requests by segregating essential cookies from data collection notices.

EDPB viewed that the initiative aims to protect the fundamental rights and freedom of users while at the same time empowering users to make effective choices. However, this pledge is not a substitute for legal obligations and therefore the role of authorities remains as it is. Entities taking this voluntary initiative remain obliged to GDPR compliance. EDBP also suggested its guidelines and Article 29 working party as reference for the pledge.