A YouGov survey commissioned by eco – Association of the Internet Industry on European Data Protection Day shows that only a minority reads privacy information completely. eco calls for more transparency, comprehensibility and user orientation.
- Almost 90 per cent skim privacy policies or ignore them completely
- Only 8 per cent of Germans read privacy policies in full
- One third do not actively inform themselves about data protection at all
A large majority of Germans feel overwhelmed by today’s privacy policies and only read them superficially. This is shown by a current representative YouGov survey commissioned by eco – Association of the Internet Industry on the occasion of European Data Protection Day on 28 January 2026.
According to the survey, only 8 per cent of respondents usually read privacy policies in full. 46 per cent only read some of the information, while a further 43 per cent state that they normally don’t read them at all. This means that privacy policies are failing to achieve their actual purpose: clearly informing users about what happens to their data.
“Data protection must not be a mandatory text that no one understands. If almost everyone clicks away, something is fundamentally wrong,” says Oliver Süme, Chair of the Board of eco – Association of the Internet Industry. “Transparency is not created through length, but through comprehensibility.”
Too long, too complicated, no alternative
When asked why privacy policies are not read in full, 66 per cent of respondents cited their excessive length as the main reason. 55 per cent assume that they have to agree anyway if they want to use a digital service. For 34 per cent, the content is too complicated or difficult to understand.
Other reasons include a lack of time in everyday life (26 per cent) or a fundamental trust in the providers (12 per cent).
“The survey shows that data protection is often perceived as a necessary evil, rather than a real added value for users,” Süme continues. “This is a warning signal for policymakers, businesses and platform operators alike. People need to understand that data protection is not a burden, but an indispensable shield for their personal rights.”
One third do not inform themselves about data protection at all
Particularly alarming: 33 per cent of respondents state they do not actively seek information about data protection issues. When information is sought, it is primarily obtained directly from the companies themselves (26 per cent) or from independent institutions such as consumer organisations (17 per cent). Public bodies such as data protection authorities reach only 14 per cent of respondents, while social media reach only 8 per cent.
“Data protection barely exists in people’s consciousness, even though it affects them and they demand it,” explains Süme. “This shows how urgently we need low-threshold forms of education.”
eco: Data protection must become suitable for everyday life
On European Data Protection Day, eco is calling for a change of perspective: towards clear, user-centred information and technical data protection solutions.
About the survey
The data in this survey is based on online interviews with members of the YouGov panel who agreed to participate in advance. A total of 2,234 people were surveyed between 23 and 26 January 2026. The survey was quota-based according to age, gender, education, region, residential environment, voting behaviour and political interest, and the results were subsequently weighted accordingly. The results are representative of the residential population in Germany aged 18 and over.
All survey results can be downloaded in German here.
