"In a population survey conducted by YouGov on behalf of the Norwegian Consumer Council, just one out of ten respondents were positive to commercial actors collecting personal information about them online, while only one out of five thought that serving ads based on personal information is acceptable. This resembles similar surveys from both sides of the Atlantic, and indicates that consumers do not regard commercial surveillance as an acceptable trade-off for the possibility of seeing tailored ads."

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In light of the evidence, should surveillance-based ads be opt-in (default, no need to figure out and change settings) or opt-out. Currently, tech companies make these ads opt-out. By default the ads are enabled. To disable them, the user must find, understand and change settings. Of course, most users do not ever change default settings. Many users may not even be aware that there are such things as settings.