Understanding the UK public's experience of, and attitudes towards, consent or pay models

As part of the ICO’s ongoing monitoring work we commissioned research into UK internet users’ experience of, and attitudes towards, consent or pay models. The findings from this research are intended to deepen the ICO's understanding of user behaviour and attitudes in relation to consent or pay models. 

Consent or pay models refer to business models for websites and apps which offer users a choice to either consent to an organisation using their personal information for personalised advertising or to pay a fee to access the product or service, with the organisation not using their personal information for personalised advertising. The ICO has published guidance for organisations seeking to implement this model. 

We are committed to sharing our research findings and facilitating ongoing research and discussion into the areas we regulate. If there are any questions about this research please contact the ICO’s Economic Analysis Team at [email protected].