Nordic Media Giant Schibsted switches to “Pay or Okay” – complaint filed!
A complaint has been filed against Nordic media giant Schibsted for implementing a "Pay or Okay" system across its digital products. This practice forces consumers to choose between accepting online tracking for personalized advertising or paying a fee to opt-out. This development sets a worrying precedent for user consent across the region, aligning with a growing trend among websites to monetize privacy choices. Schibsted's "Pay or Okay" model, now active in Norway following its introduction in Sweden, mandates users either consent to data tracking or pay a premium to reject it. This system consistently yields consent rates approaching 99%, starkly contrasting with studies indicating that only a small percentage of users genuinely wish to be tracked. The company's own admissions suggest this system is designed to circumvent genuine consent, as user opt-out rates are significantly lower when a payment is required. The Norwegian Consumer Council and noyb argue that this practice violates fundamental privacy rights, transforming privacy from a right into a purchasable luxury. The detailed user profiles generated by such tracking can reveal sensitive personal information, including thought processes and behavioral influences. This complaint highlights growing concerns about the erosion of freely given consent and the implications for digital sovereignty within the European digital landscape.
Curated and translated by Europe Digital for our multilingual European audience.
Why this matters for European digital sovereignty
Nordic media giant Schibsted's implementation of a "Pay or Okay" system, forcing users to choose between tracking or payment, raises serious concerns for user consent and privacy rights in the region. This practice, already active in Norway and Sweden, highlights a worrying trend where privacy is treated as a purchasable luxury rather than a fundamental right. The complaint filed by the Norwegian Consumer Council and noyb underscores implications for digital sovereignty within the European digital landscape.
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