Interactive Advertising Bureau
19 March 2024

IAB Europe Sends Letter to the EDPB on the 'Consent or Pay' Model

Brussels, Belgium, 19 March 2024 - IAB Europe, Alliance Digitale, IAB Italia, and IAB Spain have sent a joint letter to the European Data Protection Board (EDPB) to highlight important considerations in the context of the EDPB’s upcoming Opinion and subsequent Guidelines on the “Consent or Pay” model, and to request a public consultation on the latter.

The letter recommends ensuring that the EDPB’s position further builds upon existing case law and guidelines across the European Union and European Economic Area, and that there is proper cooperation with competition and consumer protection authorities when considering the notion of “reasonable” or “appropriate” pricing.

Furthermore, the letter highlights that an overwhelming majority of Europeans want to decide which online services they pay for on the one hand and which ones on the other hand they don’t have to pay for because they are funded by advertising. The letter also rebuts the allegation that the “Consent or Pay” model amounts to “paying” for data protection rights, given that the GDPR must be complied with at all times, including after consent has been given.

The letter can be found here. For more information, please contact Ninon Vagner, Privacy Director, IAB Europe - / Helen Mussard, CMO, IAB Europe -

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