Consent-or-pay: Difference between revisions
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Consent-or-pay is a business tactic in response to the European Union’s ''[[General Data Protection Regulation]]'' [[General Data Protection Regulation|(GDPR)]]. Under this model, users of a website | Consent-or-pay is a business tactic in response to the European Union’s ''[[General Data Protection Regulation]]'' [[General Data Protection Regulation|(GDPR)]]. Under this model, users of a website must either: | ||
*'''Consent''' to the use of cookies and personal data for targeted advertising, '''or''' | |||
*'''Pay''' a recurring fee, usually a small monthly amount, to access the service without tracking. | |||
The practice generated significant debate among regulators, policymakers, and consumer advocates alike and is viewed as undermining meaningful consent. Despite controversy, the model is being increasingly adopted by large online platforms and news organizations. As of August 2025, 16 of the 50 largest UK news websites had implemented consent-or-pay.<ref>{{Cite web |title=Press Gazette, More UK news publishers are adopting ‘consent or pay’ advertising model |url=https://pressgazette.co.uk/marketing/consent-or-pay-uk-publishers-advertising-2025/}}</ref> | The practice generated significant debate among regulators, policymakers, and consumer advocates alike and is viewed as undermining meaningful consent. Despite controversy, the model is being increasingly adopted by large online platforms and news organizations. As of August 2025, 16 of the 50 largest UK news websites had implemented consent-or-pay.<ref>{{Cite web |title=Press Gazette, More UK news publishers are adopting ‘consent or pay’ advertising model |url=https://pressgazette.co.uk/marketing/consent-or-pay-uk-publishers-advertising-2025/}}</ref> | ||
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Example Text<ref>{{Cite web |last=Illman |first=Erin Jane |date=2024-07-29 |title=Can Privacy Be Bought? How Scrutiny of Meta’s Subscription Model Has Wider Implications –PART II |url=https://natlawreview.com/article/can-privacy-be-bought-how-scrutiny-metas-subscription-model-has-wider-0 |website=The National Law Review}}</ref><ref>{{Cite web |date=2023-11-28 |title=noyb files GDPR complaint against Meta over “Pay or Okay” |url=https://noyb.eu/en/noyb-files-gdpr-complaint-against-meta-over-pay-or-okay |website=noyb}}</ref> | Example Text<ref>{{Cite web |last=Illman |first=Erin Jane |date=2024-07-29 |title=Can Privacy Be Bought? How Scrutiny of Meta’s Subscription Model Has Wider Implications –PART II |url=https://natlawreview.com/article/can-privacy-be-bought-how-scrutiny-metas-subscription-model-has-wider-0 |website=The National Law Review}}</ref><ref>{{Cite web |date=2023-11-28 |title=noyb files GDPR complaint against Meta over “Pay or Okay” |url=https://noyb.eu/en/noyb-files-gdpr-complaint-against-meta-over-pay-or-okay |website=noyb}}</ref> | ||
== Effectiveness == | ==Effectiveness== | ||
The effects of the consent-or-pay model vary widely. | The effects of the consent-or-pay model vary widely. | ||
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(PG 2025) Meanwhile, "When users are equally offered the chance to “accept all” or “reject all” cookies, consent rates are typically somewhere around 70-80%, according to both Skovgaards and Contentpass founder Dirk Freytag.<ref>{{Cite web |title= |url=https://pressgazette.co.uk/marketing/consent-or-pay-uk-publishers-advertising-2025/}}</ref> | (PG 2025) Meanwhile, "When users are equally offered the chance to “accept all” or “reject all” cookies, consent rates are typically somewhere around 70-80%, according to both Skovgaards and Contentpass founder Dirk Freytag.<ref>{{Cite web |title= |url=https://pressgazette.co.uk/marketing/consent-or-pay-uk-publishers-advertising-2025/}}</ref> | ||
== Alternative practices == | ==Alternative practices== | ||
The Guardian develops a new "contextual advertising" model that bases ads upon whatever page the user is currently viewing (i.e. food ingredients on a recipe page). They say, “It’s a perfect advertising product for a privacy conscious brand and a brand doing the right thing.” They report a 35% increase in clicks.<ref>{{Cite web |last=Maher |first=Bron |date=21 November 2023 |title=Guardian gets around readers who reject cookies with new advertising product |url=https://pressgazette.co.uk/marketing/guardian-light-reject-cookies-advertising-stereotype/ |website=Press Gazette}}</ref> | The Guardian develops a new "contextual advertising" model that bases ads upon whatever page the user is currently viewing (i.e. food ingredients on a recipe page). They say, “It’s a perfect advertising product for a privacy conscious brand and a brand doing the right thing.” They report a 35% increase in clicks.<ref>{{Cite web |last=Maher |first=Bron |date=21 November 2023 |title=Guardian gets around readers who reject cookies with new advertising product |url=https://pressgazette.co.uk/marketing/guardian-light-reject-cookies-advertising-stereotype/ |website=Press Gazette}}</ref> | ||