Reuters.com reported “Some major websites continue to deliver targeted advertisements to users in Europe who have not given consent for their personal information to be used, according to advertising industry sources, owners of major websites and a Reuters review of about 10 websites.” The July 2, 2018 report entitled “Websites and online advertisers test limits of European privacy law” included these comments from a “spokesman for the British Information Commissioner’s Office”:

…that consent must be unambiguous, freely given, fully informed and involve a clear affirmative action in order to be valid under GDPR.

Also four advertising industry executives told Reuters, citing their companies’ internal data:

Somewhere between 10 percent and 30 percent of European consumers are refusing to consent to personalized ads when given the choice, ..

GDPR enforcement of user consent will be very interesting to follow!