FEDMA joins petition to support SMEs and Europe’s digital ecosystem
FEDMA has joined a coalition of European and national associations in supporting a new petition calling for a more balanced approach to proposed changes to cookie consent rules.
The initiative comes as part of ongoing discussions under the Digital Omnibus, where proposals to shift cookie consent from individual websites to browser-level settings are being considered. While intended to simplify the user experience, these changes could have significant unintended consequences for Europe’s digital economy.
Why it matters
For SMEs, data-driven marketing is essential to reach customers, measure performance, and compete effectively. Moving consent away from websites risks limiting access to critical insights, increasing customer acquisition costs, and reinforcing reliance on large digital platforms.
The broader marketing ecosystem would also be affected. Many technologies used today support low-risk functions such as analytics, security, fraud prevention, and personalisation. Treating them all as problematic could undermine legitimate business practices and reduce the effectiveness of digital marketing.
A call for balance
FEDMA supports policies that enhance transparency and user control, but these must not come at the expense of innovation and competition. A more balanced approach is needed—one that recognises different levels of risk and preserves the ability of businesses, particularly SMEs, to grow and compete.
By supporting this petition, FEDMA joins a wider effort to ensure Europe’s regulatory framework strengthens both consumer trust and economic vitality.
