Have your say on 'consent or pay' business models
The Information Commissioner's Office is seeking views on the emerging 'consent or pay' model for ad-funded online businesses.
Views sought on using personal data in exchange for access to online services
The Information Commissioner's Office (ICO) is asking for views on the emerging 'consent or pay' model for ad-funded online businesses.
This model offers users a choice when accessing online services - they can either consent to their personal information being used for targeted advertising and access the service for free, or they can choose not to consent and pay a fee to access the service without personalised ads.
This approach allows users to make informed decisions about how their data is used in exchange for access to online content or services. It aims to balance the need for revenue generation through advertising with users' privacy preferences and rights.
The ICO's call for views provides the regulator's initial view on this model and the kinds of things that organisations considering it should take into account.
In principle, data protection law does not prohibit business models that involve 'consent or pay'. However, any organisation considering such a model must be careful to ensure that consent to processing of personal information for personalised advertising has been freely given and is fully informed, as well as capable of being withdrawn without detriment.
You can respond to this call for views or by emailing the ICO at consentorpay@ico.org.uk.
The deadline for responses to this call for view is 5pm on 17 April 2024.
Your responses will help ICO develop final regulatory positions on these models which will be reflected in their upcoming guidance update on cookies and similar technologies.
First published 8 April 2024