Google launches “Reject All” button on cookie banners

After being hit with a €150 million fine by France’s data protection agency CNIL earlier in the year for making the process of rejecting cookies unnecessarily confusing and convoluted for users, Google has added a new “Reject All” button to the cookie consent banners that have become ubiquitous on websites in Europe. Users visiting Search and YouTube in Europe while signed out or in incognito mode will soon see an updated cookie dialogue with reject all and accept all buttons.

Previously, users only had two options: “I accept” and “personalize.” While this allowed users to accept all cookies with a single click, they had to navigate through various menus and options if they wanted to reject all cookies. “This update, which began rolling out earlier this month on YouTube, will provide you with equal “Reject All” and “Accept All” buttons on the first screen in your preferred language,” wrote Google product manager Sammit Adhya in a blog post.

According to Google they have kicked off the rollout of the new cookie banner in France and will be extending the change to all Google users in Europe, the U.K., and Switzerland soon.

Google’s plan to include a “Reject All” button on cookie banners after its existing policy violated EU law was also welcomed by Hamburg’s Commissioner for Data Protection and Freedom of Information Thomas Fuchs during a presentation of his 2021 activity report.

But the introduction of the “Reject All” button is likely to be only an interim solution because the US giant already presented far-reaching plans at the end of January to altogether remove Google cookies from third-party providers by 2023.

Instead of cookies, the internet giant wants to rely on in-house tracking technology for the Google Privacy Sandbox project.