The EU's data protection authorities have ruled that the consent popups used by IAB Europe, which are used by Google, Amazon, and other companies, are unlawful and must be deleted. The ruling found that the popups failed to ensure personal data was kept secure and confidential, and did not properly request consent. This decision impacts the online advertising businesses of major companies and requires the deletion of all data collected through the popups. The ruling is a result of complaints coordinated by the Irish Council for Civil Liberties.