Turning a Page on Privacy: Why the Industry Has an Opportunity to Rebuild Trust
The long-awaited ruling by the Belgian Court of Appeal concerning the Transparency and Consent Framework (TCF) has prompted lots of hot takes around the future of consent and tracking in digital advertising.
This decision touches on a fundamental part of the online advertising infrastructure – the systems and processes by which user consent is captured and passed across programmatic environments. The TCF is widely implemented, present on approximately 80% of European websites, and has played a central role in enabling consent-based advertising at scale.
At Utiq, we see this as a constructive opportunity to evolve – a chance for the industry to take meaningful steps towards a more responsible, transparent, and sustainable model of digital advertising.
An Industry in Transition
For over a decade, the digital economy has grown rapidly – but not always with clear alignment to user expectations around privacy and control. Complex consent interfaces, inconsistent experiences, and wide-scale data sharing have made it difficult for individuals to understand how their information is used, and by whom.
The current regulatory and public focus signals a wider shift: from a mindset of compliance-as-minimum to one of responsibility-as-standard. Rather than viewing this as a constraint, we see it as a catalyst. A more respectful relationship between users, publishers and brands is not only desirable – it is entirely achievable.
Utiq: A Consent-Based Model Built for the Future
Utiq was created to serve precisely this emerging need. Our solution enables consented digital marketing in a way that respects user choice, strengthens publisher relationships, and delivers value to advertisers – all without relying on cross-site tracking or opaque data practices.
We do this by aligning every element of our service with clear, user-first principles:
- Explicit and informed consent
Consent at Utiq is always clear, specific and easy to understand. Individuals are given real control over their participation and can withdraw at any time. We believe that genuine consent is not just a legal checkbox, but a foundation for trust. - Data minimisation by design
We only collect the minimum data necessary to enable consented advertising, and we retain it only for as long as needed. This approach enhances privacy, improves system efficiency, and aligns with both GDPR and the spirit of ethical digital engagement. - Interoperability and transparency
We work closely with publishers and partners to integrate our solution smoothly and transparently. Our technology supports consistent user experiences and clear communication, ensuring privacy doesn’t come at the cost of simplicity. - Privacy and performance in balance
We believe privacy and performance are not mutually exclusive. By aligning with public expectations and regulatory standards, we empower advertisers to engage more meaningfully and sustainably with their audiences.
Looking Ahead
The current debate presents a unique opportunity: to build an ecosystem that puts people first – not only in regulation, but in experience and execution.
At Utiq, we are optimistic. We believe in the possibility of digital advertising that is effective, compliant and respectful. We stand ready to support publishers, brands and partners as they navigate this change and seek better, more durable ways of connecting with their audiences.
Change on this scale is never simple. But it is often the necessary step towards something better – a digital economy where trust is not an afterthought, but a core feature.
Let’s work together to build that future – one where privacy, performance and purpose can coexist.
