Technology AdGuard Blog: The new ‘pay or consent’ scheme in media: a costly illusion of choice

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https://adguard.com/en/blog/media-pay-consent-scheme-ads.html

This year several UK newspapers began implementing a ‘pay or consent’ model, asking readers to pay if they want to avoid personalized advertising. If you think this is just more newspapers jumping on the paywall trend, don’t be fooled. The real catch is in the word “personalized” — even if you pay for a subscription, you’ll still see ads; they just won’t be targeted to you.

Among the major players that have embraced this scheme is The Sun, which asks for £4.99 a month, followed by The Independent at £4, and Mail Online at £2.70. Other publishers like Reach, which includes the Mirror and Express, are offering a “Privacy Plus” option for £1.99.

Most of the newspapers offer only a limited ads experience. The Independent stands out by providing an ad-free experience for its paid subscribers, but it is more of an exception than the rule.

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The Information Commissioner’s Office (ICO), the independent body overseeing data protection in the UK, has suggested that this model fits within data protection laws, meaning consent-based pricing could be allowed.

However, the ICO also emphasized that consent has to be “freely given” and “fully informed,” which raises some red flags considering the fees and the limitations of the subscriptions involved. As publishers scramble to boost consent rates amid falling ad revenues, the real integrity of user choice is at risk.

In short, while the pay or consent model claims to give readers more power, it ultimately creates an illusion of choice that could hurt consumer trust and the future of journalism. Many users would rather stick with ad blockers than pay for a service that doesn’t fully meet their needs.

The new pay or consent scheme in the media: trick without a treat

Websites ask you to either consent to invasive tracking and personalized ads or to pay. Is this value exchange fair? And what about other ads?

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