In November, some of the top publishers by traffic in the U.K. were alerted by the Information Commissioner’s Office (ICO), the legislative department tasked with upholding data privacy compliance in the U.K., that their on-site cookie consent pop-ups do not meet the requirements set by the Privacy and Electronic Communications Regulations (PECR) and General Data Protection Regulation (GDPR).

The ICO warned upwards of 100 of the top sites in the U.K. that they would be fined if they did not update their third-party cookie consent banners within 30 days to have a “reject all” button that’s of equal prominence as the “accept all” buttons.

But for media companies, adding the “reject all” option is not a simple bit of code. There are significant financial consequences that could come from making that change, according to three publishers who’ve tested what the realistic decline rate will be once that option is presented to their audiences. And the ICO’s notice calls into question how it would enforce the issue to the other publishers operating with a presence in the U.K.

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