EU Council Draft Proposes Shorter Cookie Re-Prompt Interval and Consent Exemptions
· 2h ago · Originally reported by PPC Land
A new draft from the EU Council suggests reducing the mandatory wait before re-prompting users for cookie consent from six months to four. The proposal also exempts contextual ad measurement and frequency capping cookies from requiring user consent. The draft awaits further discussion among EU ambassadors and a position from the European Parliament.
Why it matters
Changes to cookie consent rules could impact how digital advertisers collect data and measure campaigns, potentially easing compliance for certain ad technologies while affecting user privacy controls.
Explain it like I’m new here
It's like letting a website ask you for permission to use cookies a little more often, and not needing to ask at all for some types of ads.
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