Many European users have expressed outrage after discovering that IGN, one of the world’s largest gaming news websites, is automatically redirecting them to localized versions of the site — such as IGN Netherlands — without consent or any form of notification.
The redirection is triggered by IP-based geolocation, a method that detects a user’s approximate location via their internet connection. While this tactic is common, it also raises serious legal and ethical questions under the General Data Protection Regulation (GDPR) — the strict EU privacy law that requires explicit user consent for the processing of personal data, including location information.
“I never agreed to have my location detected. I didn’t give permission, and yet I’m forced onto IGN NL as if my rights don’t matter,” said one angry reader. “There’s no warning, no consent pop-up, and no persistent way to opt out.”
IGN’s Dutch site also lacks access to certain global content, and switching back to the main IGN.com version is often a frustrating experience — assuming users can even find the option at all. Many users report being continuously redirected back to the localized version.
According to GDPR guidelines, location data derived from an IP address is considered personal data, and using it without a clear legal basis (such as user consent or a legitimate interest that doesn’t override individual rights) could lead to formal investigations and fines.
This practice may not only breach Article 6 of the GDPR (lawfulness of processing) but also fails to meet the standards of transparency and user control that modern digital platforms are expected to uphold.
IGN has yet to issue a formal response to these concerns. However, with user frustration mounting and legal obligations on the line, the company may soon be forced to re-evaluate how it handles geolocation and regional content delivery across the EU.
