Ars reported yesterday that the European Commission was working to overhaul the current ePrivacy Directive, and had held a public consultation soliciting feedback. But a group of 12 trade bodies has now called for it to be scrapped altogether. The coalition includes the European Telecommunications and Network Operators association (ETNO), the European Competitive Telecommunications Association (ECTA), the GSMA representing mobile operators, the Computer and Communications Industry Association (CCIA), IAB, the interactive advertising bureau, and DigitalEurope.

“We believe that simplifying and streamlining regulation will benefit consumers by ensuring they are provided with a simple, consistent, and meaningful set of rules designed to protect their personal data,” said the group. “At the same time, it will encourage innovation across the digital value chain and drive new growth and social opportunities. This is critical at a time when digital companies are striving to launch new innovative services and working to build a 5G Europe.”