European users are once again reporting frustration with IGN’s automatic redirection system, which forces visitors onto localized versions of the website—such as ign.nl—without prior consent. This practice, while seemingly harmless, may breach the EU’s Geo-Blocking Regulation (2018/302), a law designed to protect digital freedom and prevent region-based discrimination.
A Questionable Practice Under EU Law
The Geo-Blocking Regulation explicitly prohibits online services from automatically redirecting users based on their IP address or location without their clear and explicit consent. Websites must allow visitors to access whichever version of the site they prefer, and any redirection should only occur after users have agreed to it.
IGN’s system does the opposite. When a visitor from the Netherlands, for example, types ign.com, they’re immediately redirected to ign.nl. In many cases, even after manually switching back to the global site, the browser continues to redirect users to the localized page—making the change effectively non-reversible without clearing cookies or using a VPN.
Beyond Inconvenience: A Privacy and Access Issue
While localization can improve user experience by offering region-specific news and language options, doing so without consent undermines user autonomy. It also raises data processing concerns, since localized sites often feature different advertisements, tracking systems, or cookie policies, meaning users are automatically subjected to different terms without ever agreeing to them.
This lack of transparency and choice conflicts with both the spirit and letter of EU consumer protection and privacy laws. By not offering a permanent “Stay on global site” option, IGN’s approach forces users into a version they did not request—an increasingly criticized practice across digital media platforms.
EU Users Deserve Digital Freedom
IGN’s continued reliance on automated geo-redirection shows a disregard for EU digital rights. The law is clear: users must be allowed to choose the website version they want, not be redirected without permission.
As more users speak up, IGN and similar companies may soon face pressure from regulators to adopt compliant and transparent regional access systems. Until then, European visitors can only rely on manual URL changes, browser settings, or VPNs to access the global version freely.
