MAFRA Introduces Consent and Premium Options Across Czech News Sites
Visitors to major Czech web portals including iDNES.cz, Lidovky.cz, Expres.cz, and Antiyoutuber.cz must now choose between granting consent for targeted advertising or subscribing to an ad-free tier, according to publisher disclosures published by idnes.cz.
Users who select the free option while granting advertising consent allow MAFRA, a.s., and 125 designated advertising partners to track internet habits and interests. This profiling facilitates both targeted and untargeted marketing displays throughout the four media outlets. The publisher applies certain technical data processing under legitimate interest, allowing users to submit objections via detailed privacy settings.
Data Processing Choices and Premium Subscriptions
Revoking advertising consent requires users to transition to the iDNES Premium subscription service to continue accessing content without ads. However, users can modify or withdraw consent for non-advertising purposes—such as content personalization—without purchasing a subscription. Technical constraints require users to explicitly opt out of specific processing categories, including personalized content profiling and content performance measurement, through the publisher data settings menu.
Certain content types, such as commercial communications and self-promotional materials for the company and its subsidiaries, remain visible due to technical limitations regarding their removal. While the current privacy choices apply collectively across iDNES.cz, Lidovky.cz, Expres.cz, and Antiyoutuber.cz, users who configure separate preferences on other company websites automatically extend their targeted advertising consent to these four main portals if accepted elsewhere.
Frequently Asked Questions
How do I stop targeted advertising without paying for a subscription?
You cannot use the sites for free with targeted ads disabled entirely, because revoking your advertising consent prompts a requirement to switch to the iDNES Premium subscription. You can only adjust non-advertising consents, such as content display preferences, without upgrading.
Which websites are affected by these privacy settings?
The privacy preferences configured through the prompt apply directly to iDNES.cz, Lidovky.cz, Expres.cz, and Antiyoutuber.cz. Other company websites require separate configuration choices.
How many advertising partners receive data under the consent agreement?
MAFRA shares advertising data with a total of 125 registered advertising partners when users grant consent for targeted advertising and tracking.