As online privacy returns to the spotlight with the introduction of the Online Safety Act, new data from Kantar Media TGI reveals a paradox: while consumers are increasingly concerned about how their personal information is handled, many remain willing to share it if it leads to more engaging, personalised advertising.
According to a report, 61% of UK adults now worry their data entered online may not remain secure.
At the same time, acceptance of cookies for free content has fallen to 49% in 2025 from 54% in 2022, reflecting a growing cautiousness.
Yet personalisation is proving a powerful counterweight.
One in five adults (20%) are now comfortable sharing data for personalised TV ads, up from 14% in 2022.
Similarly, 22% of adults find online ads entertaining, almost doubling since 2021.
Even among privacy-concerned consumers, nearly 19% still share data for personalised ads, underscoring the pull of relevance and quality.
The report also highlights brand-specific trends.
Sky Glass TV owners and Apple TV+ subscribers with ads are significantly more likely to share personal data, while Toshiba owners and Netflix ad-tier users show little enthusiasm.
The message is clear: privacy matters, but relevance and entertainment drive acceptance.
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