The “agree button is one of the biggest lies on the internet. This is not consent. This is not notice,” said U.K. Information Commissioner’s Office Executive Director for Technology Policy and Innovation Simon McDougall.

People are now living in an “age of unhappiness” and are not feeling empowered, says McDougall. With large tech companies, the balance of power has shifted, and “people are feeling unhappy about that.”

“But at the same time… people are still using their devices because they don’t feel like they have a choice,” and “acquiescence does not equal trust.” The digital economy is heading toward a crisis point. “There’s an express train heading toward the privacy community. If we don’t react, we will reap the consequences.

Full details from the IAPP.