Cookies, affordability and online choice in Europe

Friends of Europe, through its citizen engagement unit Debating Europe, has published a new report, “Cookies, affordability, and online choice in Europe”, offering fresh insights into how Europeans experience today’s digital landscape.

As part of our ongoing work to better understand citizens’ perspectives on key digital issues shaping Europe today, the report explores how people across Europe navigate online choice in practice – from digital advertising and cookies to the use of personal data.

As the EU continues its discussions on the Digital Omnibus, Debating Europe partnered with Google to carry out an online survey exploring how Europeans perceive these issues. The findings draw on insights from 2,000 participants aged 18 to 60 across five EU Member States – France, Germany, Italy, Ireland and Poland.

What emerges is a nuanced picture of public attitudes towards the digital ecosystem. The results highlight significant socioeconomic and geographic differences in how people experience online services and advertising models. Across all five countries, affordability plays a central role, with subscription-based internet services more accessible to urban and higher-income users. This raises important questions about digital inclusion, particularly in the context of potential shifts away from ad-supported models.

At the same time, views on cookie consent are far from uniform. While many respondents find cookie banners frustrating, nearly half recognise their role in keeping content free, and a majority accept them as a matter of convenience.

Taken together, the findings point to a broader balance that policymakers and stakeholders will need to consider between the sustainability of digital business models, user experience, and equitable access.

The report was officially launched at a high-level policymaker roundtable, “Privacy, plurality, prosperity: designing a workable Digital Omnibus,” hosted by Friends of Europe on 5 May in Brussels.

Read the full report and follow our social media channels for the latest updates.

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