Consent-or-pay
Consent-or-pay is an emerging business tactic in response to the passing of the General Data Protection Regulation (GDPR) where viewers of a website must either accept all cookies for targeted ads or pay a small monthly sum to avoid data tracking. This tactic is controversial to consumers and policymakers alike and is viewed by many as coercive. However, the tactic has proven effective and is gaining wider adoption. As of August of 2025, 16 out of 50 of the biggest UK news websites have implemented consent-or-pay.[1]
Background[edit | edit source]
Main wiki: General Data Protection Regulation
How it works[edit | edit source]
When viewing a website, consumers are greeted with a pop-up display on the use of cookies. Instead of the usual Accept or Reject options, users are now greeted with Accept or Pay, often with a small sum of about £1.99 per month. While this appears similar to a subscription model, many of the companies who implement consent-or-pay are considered free. The practice effectively paywalls the website's content, and viewers must now pay either with their personal data or with a monetary fee.
Why it is a problem[edit | edit source]
Meta investigation and fine[edit | edit source]
In 2024, Meta has been accused of employing sly workarounds for GDPR, including an earlier version of consent-or-pay. They have since changed the messaging and how its displayed; however, UK visitors to Facebook and Instagram must still choose between consenting to data collection or paying the monthly fee in order to access those platforms.
In June of 2025, the European Commission stated that Meta's continued practice of consent-or-pay may accrue daily fines.
Other uses[edit | edit source]
News organizations[edit | edit source]
News organization websites appear to be the most common practitioner of the consent-or-pay model, effectively paywalling their free content by collecting data or money. These organizations include:
- The Mirror
- The Independent
Response[edit | edit source]
Criticisms from policymakers[edit | edit source]
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Consumer response[edit | edit source]
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