The EU cookie law is to be scaled back to help tackle those annoying notification banners.
The law started off with the best of intentions, but quickly devolved into chaos stemming from a lack of clarity in the law.
This lack of detail forced many organisations to blindly subject end users to overwhelming notifications, regardless of what type of cookies the site served.
This is now being reviewed, with banners being scraped if the cookies don't invade the users privacy - such as cookies which are used for counting website hits (analytics) or remembering what is in your shopping cart (e-commerce).
Instead the responsibility will shift to the browser, where the user can set their cookies preferences across the internet, regardless of individual websites they visit.
However if users decide to completely exclude these "targeted cookies" - They will be still subjected to adverts, just the content of the advert will be less relevant to the end users.
The European Commission hopes to introduce the changes by May 2018, although experts warn that it would be a tight schedule to keep.