Two-thirds (67%) of sites began collecting personally identifiable data before users had given consent, sending unique user identifiers to third-party analytics and marketing platforms. Almost a quarter (24%) gave users no way to refuse tracking at all, including 2% of sites that displayed no consent banner whatsoever. Only 29% of banners allowed users to reject tracking as easily as they could accept it. On some sites it took 15 clicks to refuse. Most banners used "dark patterns", interface designs that steer users towards the least private option. These included visual emphasis of the accept button (60%), hiding the reject option behind a second layer (47%), and pre-selecting privacy-unfriendly settings (29%).
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