Data privacy has long been discussed as an abstract concern, something acknowledged but rarely acted upon by everyday internet users. That narrative is now changing across Europe. New figures from 2025 show a significant rise in the number of people actively taking steps to protect their personal data online, marking a decisive shift in how individuals perceive digital risk.
According to the latest EU-wide data, 76.9% of internet users in 2025 took active measures to manage and protect access to their personal information, a notable increase from 73.2% in 2023. While the percentage gain may seem modest at first glance, it represents millions of individuals making deliberate choices about how their data is used, stored, and shared.
This trend reflects growing public awareness of surveillance, targeted advertising, location tracking, and the expanding data economy that underpins much of today’s digital world.
Why 2025 Became a Breakout Year for Data Protection Awareness
Several forces converged to make 2025 a watershed moment for digital privacy in Europe. High-profile data breaches, stricter enforcement of GDPR regulations, rising use of AI-driven advertising, and persistent media coverage of digital surveillance have all played a role.
At the same time, privacy tools have become easier to use. Platforms now provide clearer consent dashboards, browsers emphasize secure connections, and mobile operating systems increasingly prompt users to review permissions. The result is a more informed public that understands privacy not as a technical issue, but as a personal right.
Importantly, this change is not limited to tech-savvy users. The data suggests that privacy-conscious behavior is spreading across age groups and levels of digital literacy.
Advertising Data: The Most Rejected Use of Personal Information
One of the clearest signals from the 2025 data is widespread resistance to targeted advertising. Nearly 59% of EU internet users chose not to allow their personal data to be used for advertising purposes, making it the most commonly restricted category.
This represents a significant increase compared to 2023 and highlights growing skepticism toward behavioral advertising models. Many users now recognize that “free” digital services are often paid for with personal data, including browsing habits, interests, and inferred personal traits.
As advertising technology becomes more sophisticated, users appear increasingly unwilling to trade privacy for convenience, especially when the benefits feel marginal.
Location Tracking: A Growing Red Line for Users
Another notable shift is the rising reluctance to share geographical location data. In 2025, 56.2% of internet users restricted or refused access to their location, up more than five percentage points since 2023.
Location data is particularly sensitive, as it can reveal daily routines, workplaces, home addresses, and social relationships. With reports highlighting how location data can be sold, breached, or misused, users are becoming more cautious about granting apps and websites continuous tracking access.
This trend is likely to influence future app design, forcing developers to justify why location access is necessary rather than treating it as a default permission.
Social Media and Cloud Storage: Tighter Personal Boundaries
Beyond advertising and location tracking, users are also reevaluating how much of their personal life they expose online. About 46% of internet users limited access to social media profiles or shared online storage, reflecting increased awareness of how personal content can be exploited or persist indefinitely.
This shift suggests that users are becoming more selective about digital sharing, particularly as concerns grow around identity theft, data scraping, and unauthorized reuse of personal images and content.
The era of indiscriminate sharing appears to be giving way to more intentional digital behavior.
Trust Signals Matter: Secure Websites and Privacy Policies
While technical protections are important, user behavior also shows increased attention to trust signals. In 2025, 39% of users checked whether a website was secure before sharing personal data, while 37.6% took the time to read privacy policy statements.
Although these figures remain lower than other protection measures, their growth is meaningful. Privacy policies have long been criticized for being dense and inaccessible, but even modest increases suggest users are becoming more discerning about where they share information.
This trend puts pressure on companies to simplify privacy disclosures and adopt transparent data practices.
A Europe Divided: Country-Level Differences in Privacy Behavior
Despite overall progress, the data reveals stark differences between EU member states. Finland led the region with 92.6% of internet users taking protective measures, followed closely by the Netherlands and Czechia.
At the other end of the spectrum, Romania, Slovenia, and Bulgaria recorded the lowest adoption rates, with just over half of users actively managing data access.
These disparities may reflect differences in digital education, trust in institutions, national awareness campaigns, and exposure to high-profile cybersecurity incidents.
The Role of Regulation and GDPR Enforcement
Europe’s strong regulatory framework has undoubtedly influenced these trends. GDPR has now been in effect for several years, and its enforcement actions have become more visible. Fines, investigations, and publicized compliance failures reinforce the idea that data protection is not optional.
However, regulation alone is not enough. The rise in user-driven protective behavior suggests that privacy culture is evolving from compliance to personal responsibility.
What This Means for Tech Companies and Advertisers
For technology companies, these findings carry clear implications. Users are more likely to deny permissions, opt out of tracking, and scrutinize data usage. Business models that rely heavily on personal data extraction will face increasing resistance.
Advertisers, in particular, may need to rethink targeting strategies and invest more in contextual advertising, first-party data relationships, and privacy-respecting analytics.
Companies that treat privacy as a competitive advantage rather than a regulatory burden are likely to gain user trust in the long term.
Data Protection Day 2025: More Than Symbolic
This data was released in conjunction with Data Protection Day on January 28, a fitting reminder that privacy is no longer a niche issue. It is now a mainstream concern that shapes how people interact with technology daily.
The numbers suggest that awareness campaigns, education efforts, and policy discussions are having a tangible impact on behavior.
Conclusion: A Maturing Digital Society
The rise in data protection measures among EU internet users signals a maturing relationship with technology. People are no longer passive participants in the digital economy; they are increasingly assertive about how their data is used.
While challenges remain—particularly in closing gaps between countries—the overall trajectory is clear. Privacy is becoming a standard expectation, not a luxury.
For policymakers, companies, and users alike, 2025 may be remembered as the year data protection truly entered the mainstream.
Frequently Asked Questions (FAQs)
1. What percentage of EU internet users protected their data in 2025?
76.9% of users took active data protection measures.
2. How does this compare to 2023?
It represents an increase of 3.7 percentage points.
3. What is the most common data protection action?
Refusing personal data use for advertising.
4. Why are users restricting location access?
Due to concerns over tracking, surveillance, and misuse.
5. Are people reading privacy policies more often?
Yes, though adoption remains moderate.
6. Which country leads in data protection behavior?
Finland, with over 92% participation.
7. Which countries lag behind?
Romania, Slovenia, and Bulgaria.
8. Does GDPR influence these trends?
Yes, enforcement and awareness play a key role.
9. What does this mean for advertisers?
Greater resistance to tracking and targeting.
10. Will this trend continue?
Most signs suggest continued growth in privacy-conscious behavior.