among respondents from Belgium, Czechia, Denmark, France, Germany, Ireland, Italy, the Netherlands, Norway, Poland, Spain, and Sweden
Method of interview
Online survey
Supplementary notes
Original question: "(example consent banner shown) When you have previously seen these types of messages asking you to accept collection of your personal data to personalise content and/or advertising - that is, to adapt it based on your observed or inferred interests - what do you normally do?" The survey was conducted in the following 12 European countries: Belgium (1,000 respondents), Czechia (1,000 respondents), Denmark (500 respondents), France (1,000 respondents), Germany (1,000 respondents), Ireland (500 respondents), Italy (1,000 respondents), the Netherlands (1,000 respondents), Norway (500 respondents), Poland (1,000 respondents), Spain (1,000 respondents), Sweden (1,000 respondents).
Citation formats
Reactions to advertising consent banner in Europe 2024
During a November 2024 survey carried out among consumers from ** European countries, ** percent of responding consumers stated that they normally just 'accepted all' when served a digital advertising consent banner upon entering a website. On the other hand, ** percent said they 'declined all.'
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IAB Europe, & Kantar Media. (April 30, 2025). Consumer reactions to advertising consent banner in selected countries in Europe as of November 2024 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 25, 2026, from /statistics/1611929/reactions-constent-banner-europe/
IAB Europe, und Kantar Media. "Consumer reactions to advertising consent banner in selected countries in Europe as of November 2024." Chart. April 30, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 25, 2026. /statistics/1611929/reactions-constent-banner-europe/
IAB Europe, Kantar Media. (2025). Consumer reactions to advertising consent banner in selected countries in Europe as of November 2024. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 25, 2026. /statistics/1611929/reactions-constent-banner-europe/
IAB Europe, and Kantar Media. "Consumer Reactions to Advertising Consent Banner in Selected Countries in Europe as of November 2024." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 30 Apr 2025, /statistics/1611929/reactions-constent-banner-europe/
IAB Europe & Kantar Media, Consumer reactions to advertising consent banner in selected countries in Europe as of November 2024 ÌÇÐÄÆƽâ°æ, /statistics/1611929/reactions-constent-banner-europe/ (last visited July 25, 2026)
Consumer reactions to advertising consent banner in selected countries in Europe as of November 2024 [Graph], IAB Europe, & Kantar Media, April 30, 2025. [Online]. Available: /statistics/1611929/reactions-constent-banner-europe/
