Privacy by design

participants regularly described their behaviour towards these pop-ups 
as “clicking away”, not as “accepting the settings”. This tells us that it’s already
a habit; a necessary action in order to continue with what they’re doing. 
Reaching the digital marketing sceptics
One way to assure customers their data is being used intelligently and
for their benefit is to help them manage how their data is used. 
Overall, from our qualitative and quantitative work, we see that, while there
is a sense of inevitability that we will all lose some privacy online, there is also 
widespread concern about how data is used and what this means to us as 
individuals. People also don’t feel “in control” of their data, and, in particular, 
the “Data Ethics Study
”
found that only 3% of respondents believe they have 
complete control of the disclosure and removal of their data online. A further 
12% say they have ‘a lot of control’.
38
“ Only 3% of respondents believe
they have complete control
of the disclosure and removal
of their data online.”
36 
Ipsos, the Netherlands, Data Privacy Study: Consumer Model of Data Privacy, n=1,002, survey of internet users aged 20-65, 2020.