The relationship between a service provider and its subscriber is often built on the assumption of stability. However, customers of the French ISP Bouygues Telecom recently encountered a shift in that dynamic. The company has begun automatically enrolling users in a paid antivirus "advantage," priced at €3 per month, without requiring an explicit opt-in from the account holder.
This tactic—often referred to as negative option billing—leverages consumer inertia. By framing the addition as an automatic upgrade rather than a request for consent, the provider places the burden of action entirely on the subscriber. To avoid the recurring fee, users must proactively navigate their account settings to formally decline a service they never requested.
While the legality of such maneuvers often hinges on fine-print disclosures during contract renewals, the ethical friction remains. In an era where digital subscriptions are increasingly fragmented and automated, the "silent" addition of services reflects a broader industry trend where revenue growth is sought through the friction of cancellation rather than the merit of the product itself.
With reporting from Numerama.
Source · Numerama
