News & Cases

The ICO (UK Information Commissioner’s Office) has declared that ‘consent or pay’ models are tolerated in the UK despite privacy groups raising concerns and demanding a consultation last year. Opt Out Advertising strongly questions this decision, warning that it undermines user privacy and creates a two-tier internet where privacy becomes a privilege rather than a fundamental right. Responding to this decision, Opt Out Advertising says: “Privacy should be a real choice, not an ultimatum. The ICO’s stance takes us back to a system where those who can’t afford to pay are forced to surrender their personal data for advertising. We are striving for a world where we can provide consumers with a third option above the ultimatum of ‘pay or consent’. This choice would allow them to continue receiving ads, but these ads would be non-tracked.”