What is consent fatigue?

Consent fatigue occurs when users browsing online become overwhelmed or desensitized to frequent consent popups on websites and apps. With privacy laws like GDPR in the EU and CCPA in the US, users are often presented with repeated consent requests in the form of banners and prompts to accept cookies, grant permissions, or agree to terms.

Users who experience consent fatigue, are more likely to click ‘Accept’ quickly, without making an informed choice. This poses challenges for data privacy regulations, as it diminishes users’ ability to right to informed consent and leaves them unaware of the ways their personal information may be collected, processed, or shared.