Nixon Digital has published findings that expose significant privacy violations across Europe’s fast-moving consumer goods sector, revealing that the vast majority of major FMCG brand websites transmit visitor data to technology companies before users have given their consent through cookie banners.
The Privacy Index, based on an analysis of 200 FMCG brand websites across Europe, demonstrates a systemic problem in how companies handle user data. According to the research, 80% of these major sites leak personal information to platforms including Google, Meta, and LinkedIn before visitors interact with cookie consent walls. The findings indicate that current privacy practices in the sector fall significantly short of regulatory expectations.
Widespread consent violations uncovered
The study identified that 68% of the surveyed websites contain at least one clear breach of consent regulations. The research highlights how visitor data—including browsing behaviour, device information, and identifiers—flows to third-party services immediately upon landing on a website, before any privacy notice or cookie banner has been presented to the user.
Even more concerning, many of these websites rely on cookie-management platforms such as OneTrust and Cookiebot to handle their consent mechanisms, yet these tools frequently fail to prevent tracking technologies from activating. The research shows that tags, pixels, and scripts continue to fire and collect data despite the presence of these dedicated consent management solutions.
Raising awareness rather than blame
Nixon Digital’s approach to the findings emphasises education over punishment. As Bryan Bakker, associated with the company, stated: “It is not about naming and shaming, but about raising awareness.” This perspective reflects a recognition that many privacy violations may stem from misunderstanding regulatory requirements or inadequate implementation rather than deliberate misconduct.
The company’s decision to focus on awareness-raising suggests an intent to drive industry-wide improvement in privacy practices. By publishing aggregate findings rather than targeting individual brands, Nixon Digital aims to prompt broader reflection on how the FMCG sector handles consumer data and implements privacy-by-design principles.
Implications for European compliance
The Privacy Index findings arrive amid continued scrutiny of privacy practices across Europe. Regulatory bodies including national data protection authorities and the European Data Protection Board have increasingly focused on enforcement against websites and services that fail to obtain proper consent before deploying tracking technologies. The research underscores how gaps between consent tool capabilities and actual data protection compliance remain a significant challenge.
For the European startup ecosystem, the report highlights a growing market opportunity in privacy compliance solutions. As regulatory pressure intensifies and consumer awareness of data practices increases, demand for tools and services that genuinely enforce privacy regulations—rather than merely creating the appearance of compliance—continues to expand. The findings suggest that current market solutions may require substantial improvement to meet both regulatory standards and user expectations around data protection.