Norway’s Data Protection Authority (Datatilsynet) has launched an investigation into Schibsted, a major media group, following a surge of complaints regarding its new “pay-to-avoid tracking” system. Over 30 formal complaints and 100 inquiries have been received since Schibsted began requiring payment from users who wish to opt-out of tracking on its regional news websites in late May. Consumer advocacy groups, including Forbrukerrådet and NOYB, formally lodged complaints on June 3rd, alleging the consent mechanism does not meet the requirements for voluntary consent under GDPR. Datatilsynet has ordered Schibsted to provide documentation demonstrating compliance with data protection regulations. The Authority’s director, Line Coll, emphasized the broad public concern surrounding the issue and stated the case is being taken seriously. Schibsted maintains it will cooperate with the investigation but denies any legal violations.