Governments like to control people and they never back down. Once the government commits to a position like censorship, it can be near impossible to force them back. Since the EU member countries have not pushed back very much on this, and those politicians in the countries that represent the people have not felt any pushback, the government will keep going.

I also think government bureaucrats saw how much they were able to push citizens during the pandemic, and force them to do things they vocally did not want to do, and so now they feel emboldened.