ICO decision a step backwards for privacy

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.”

Legal concerns with 'pay or okay' models

Opt Out Advertising has been working with a leading European law firm, De Roos, to assess the legality of 'pay or okay' models. Their guidance is clear:
These models fail to meet GDPR and ePrivacy standards.
Read more about this in our Whitepaper here.

A privacy-first alternative

Opt Out Advertising is working with leading UK publishers, including The Guardian, The Telegraph, and Immediate Media. The company helps publishers monetise consentless inventory and has proven there is enormous value in brands investing in consentless ads.

"We will continue to work with publishers who are ready to explore privacy-first campaigns," Opt Out Advertising affirms. "The more we engage, the more we can demonstrate that digital advertising can thrive without compromising user privacy."

A vision for the future of advertising

Opt Out Advertising continues to lead the charge in creating a digital advertising landscape that respects user choice, promotes trust, and balances the needs of publishers, advertisers, and consumers alike.