How did BeReal's tracking consent land them in trouble?
Privacy regulations matter when dealing with user consent in EU
What’s happening?
BeReal, fresh off a €500M acquisition by Voodoo, is under scrutiny in Europe for using manipulative consent patterns, potentially violating GDPR privacy regulations.
Why it is Important?
This case highlights how aggressive growth tactics in consent design can backfire, leading to legal risks and damaged user trust.
What BeReal did
Implemented a consent banner for ad tracking
If users accept: Banner disappears permanently
If users reject: Banner reappears daily, triggered by key moments (posting photos)
Legal problems
Violates GDPR requirement for "freely given" consent
Could face fines up to 4% of global annual turnover
Complaint filed with CNIL (French privacy watchdog)
How can we balance business goals and privacy?
1. Be transparent about value exchange
Show clear benefits: "We use this data to show you relevant BeReals from
your city” or "Personalized ads keep BeReal free"
Explain simply: What data, why we need it, how it helps
Give easy privacy controls
2. Choose natural moments to ask
After first BeReal post
While exploring discovery with standard ads
In profile settings
Avoid interrupting core features
3. Respect All Choices
No penalties for declining
Equal experience for everyone
Skip repetitive prompts or pressure tactics
Worth thinking about
Map your product's 'consent moments':
When do users feel most valued?
When do they feel most interrupted?
What's the fair value exchange at each point?"