DDMA Privacy Monitor 2025: Transparency in Online Privacy and Data Sharing Pays Off

Consumers Seek Clarity and Transparency

The focus group discussions reveal that consumers continue to have negative associations with online privacy and data sharing. Many feel a sense of resigned acceptance, believing they have no real choice in the matter. Sharing data seems inevitable in today’s digital world. While consumers appear slightly more informed than before, frequent and complex privacy prompts—such as cookie banners and privacy policies—remain a significant barrier to understanding.

“I don’t really care how they communicate it. It feels like it’s going to happen anyway. I’ve never had a negative experience with it.” – Consumer from qualitative research, expressing resigned attitude toward data sharing

“I have no control over it, and it’s confusing. But I don’t keep up with it all the time. You can’t function without cookies.” – Consumer from qualitative research on cookie banners

Previous findings from the 2023 Privacy Monitor already showed that 70% of Dutch consumers consider transparency about data collection (very) important. This sentiment was strongly reinforced in this year’s focus groups. Consumers want clear, concise, and understandable information in cookie banners and privacy policies—covering what data is collected, how it is used, what benefits they get from accepting, and what the drawbacks of refusing might be. Choices should be presented fairly and visibly at a glance. When shown examples of cookie banners during the discussions, this preference was evident. One consumer, for instance, reacted positively to the cookie banner from Vereniging Eigen Huis:

“It matters how a company presents it. If it’s really clear, that’s great. You don’t want to read everything because you’re in the middle of something. If I can make an informed choice easily, I will.” – Consumer from qualitative research on transparent communication

Transparency Pays Off

By providing transparent and audience-appropriate information about online privacy and data sharing, organizations can take responsibility for fostering more positive associations with online privacy. This was a clear takeaway from the focus groups. Moreover, transparency presents a strategic opportunity to build consumer trust, strengthen customer relationships, and increase consumer willingness to share personal data.

This also applies to the use of consumer data for AI applications within organizations. The research shows that the average consumer lacks knowledge about AI, its impact on their online privacy, and potential risks. To improve AI acceptance, organizations must take the lead in fostering trust and awareness. This can be achieved by being clear about how AI is used, what data is collected, and the risks and benefits for consumers.

“I get more answers out of it than they get data from me.” – Consumer from qualitative research on AI

Consumers have also expressed a strong desire for standardized cookie banners and privacy policies, better education on online privacy, and a privacy certification mark. This indicates that consumers are willing to share responsibility with regulators, industry representatives, and organizations. Meeting these needs can help the marketing sector build a more trustworthy reputation.

About the DDMA Privacy Monitor 2025

This year’s DDMA Privacy Monitor consists of two parts. The first part presents insights from recent qualitative research, supplemented by data from the most recent Global Privacy Monitor study (2022) for statistical validation. This section explores how consumers want to be informed about online privacy and data sharing.

The second part outlines how organizations must inform consumers in compliance with legal and regulatory requirements, providing concrete recommendations on integrating privacy and data compliance into marketing practices.

Research Methodology

The DDMA Privacy Monitor 2025 is based on qualitative research conducted through focus groups in November 2024, in collaboration with research agency CO-efficiënt. Three focus groups were held on-site: one group of pragmatists, one group of carefree consumers, and one group of skeptics (n=24 in total). For statistical support, we referenced the most recent quantitative Global Privacy Monitor study from 2022 (n=1,039 Dutch consumers, representative of the 18+ population).

Nanda Appelman

Market Insights Specialist

Bob Younge

Contentspecialist