Google is Rolling Out Clearer Cookie Banners in Europe

Posted on April 25, 2022 by Laurent Giret in Cloud, Google with 4 Comments

Google announced last week that it has started rolling out new cookie banners in Europe that allow users of Google services to reject all cookies with just one click. Previously, Google’s cookie banners required users to click multiple items to reject cookies, a practice that France’s CNIL and other European data protection authorities disapproved.

“In the past year, regulators who interpret European laws requiring these banners, including data protection authorities in France, Germany, Ireland, Italy, Spain, and the U.K., have updated their guidance for compliance. We’re committed to meeting the standards of that updated guidance and have been working with a number of these authorities,” said Sammit Adhya
Product Manager, Privacy, Safety & Security at Google.

The new cookie banners that Google has started rolling out on YouTube in France now include two explicit choices, “Accept All” and “Reject All.” Users can also click on “More options” to access more granular settings.

Google new cookie banners

According to Adhya, the new cookie banners required Google to do some serious work under the hood to satisfy European authorities. “This update meant we needed to re-engineer the way cookies work on Google sites, and to make deep, coordinated changes to critical Google infrastructure. Moreover, we knew that these changes would impact not only Search and YouTube, but also the sites and content creators who use them to help grow their businesses and make a living,” the exec explained.

The redesigned cookie banners are rolling out first in France, and the rest of the European Economic Area plus the U.K. and Switzerland will follow soon. Google is also still working on a new Privacy Sandbox that aims to limit data sharing on the web as well as on Android devices.

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Comments (4)

4 responses to “Google is Rolling Out Clearer Cookie Banners in Europe”

  1. petteri

    Good, I've gone through way too many of these where one needs to drill down so many layers and check so many checkboxes that it's insane.


    Not shedding a single tear for Google for the time and effort required to make this happen, this should have been the default, globally from the start.

    • Bart

      Couldn't agree more. This is the way it should be done on every website. The Verge is the worst. Still haven't figured out how to reject cookies. So, no longer reading their stuff.

      • dftf

        You could just set your browser to reject all third-party cookies, surely that would block most of them?


        And in Edge (not sure about other browsers) you can also set it to delete every cookie when you close the browser, but add exceptions (in the format "[*.]example.com") of domains you wish to retain them for.

  2. dftf

    You would have thought in the UK, post-Brexit, cookie-warnings could become a thing of the past, but apparently not. (I mean, given the modern-ways websites can track you, using your browser-header and querying things like list of installed extensions and PC specs, are they really that serious an issue now? Are we still in the early 2000s when apps like AdAware or Malwarebytes would claim "We found 171 pieces of malware on your PC" and it turns-out every detection is just a third-party cookie?)


    I do wonder if some websites nowadays actually want people to visit them or not. As a typical example for some news websites, when you first visit them (or after clearing their cookies) you will:

    (1) Have to choose whether to allow cookies or not

    (2) See a full-page splash will ask you to enter your e-mail to subscribe to news updates

    (3) Be asked to consider disabling your ad-blocker

    (4) Be asked to allow notifications for their site

    (5) Be asked if you want to install their site as an app

    (6) See some sort of advert promoting their iOS or Android app

    (7) Have a video that immediately starts playing sound, and follows you down the page

    (8) Have constant flashing "breaking news" alerts popping-up at the top or bottom of the page

    (9) See a "before you go" pop-up when you try to leave the site


    I mean, seriously... if you want people to visit your site, maybe reduce some of this excessiveness?