Media group tests 4 euro monthly fee for cookie-free access
Visitors to websites operated by DPG Media may soon have to pay 4 euros per month if they refuse to allow their personal data to be used for targeted advertising. The media group, which owns platforms like HLN.be, is the first in Belgium to test the “pay-or-consent” model, De Tijd reports.
Cookies, the tracking tools that collect information on users’ devices, locations and browsing habits, are commonly used to personalise advertisements. Under European privacy laws, websites must obtain user consent to deploy cookies.
To offset lost ad revenue from users who reject cookies, some publishers have introduced paid alternatives. Major news outlets such as Le Monde, El País and Bild already use this pay-or-consent model.
In Belgium, DPG Media is now also experimenting with the approach, as seen in pop-ups appearing for select visitors to its sites. “This is a very small-scale test,” said spokesperson An Goovaerts. “For now, users who choose the pay option don’t actually pay but receive information about the test and are given a cookie-free browsing experience.”
The model, however, has sparked controversy. Legal experts question whether consent is truly voluntary if payment is the only alternative. The European Data Protection Board has expressed reservations, emphasising that data protection is a fundamental right and should not become a paid privilege.
However, the board acknowledges that digital platforms are not obliged to provide services for free.
#FlandersNewsService | © BELGA PHOTO DIRK WAEM
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