What is the impact of the ICO cookie fix and how could it help web users?

The Information Commissioner's Office wants internet users to have greater control over their browser cookies.

The UK Office of the Information Commissioner (ICO) calls for browser-level controls to fix "cookie fatigue."

It would enable people to have more control over their preferences and rights on how websites use cookies. The ICO proposes that web browsers introduce standardised methods for users to control cookie permissions.

The ICO would also like to see browsers offer persistent cookie settings, meaning users would not have to manage their cookie permissions every time they visited a new site.

The UK's data protection chief supports a browser or device-level setting that allows users to set lasting cookie preferences as a solution to the influx of consent pop-ups.

The current cookie regime is failing to meet its objective of protecting individuals' privacy while enabling mainstream marketing to thrive.