Following a number of complaints filed in 2018 and 2019, including by Panoptykon and Bits of Freedom, and coordinated by the Irish Council for Civil Liberties, the Belgian Data Protection Authority has found that the consent system developed and managed by the adtech industry body IAB Europe, and used by many websites in the EU, is illegal under the GDPR.

Following Panoptykon’s General Data Protection Regulation (GDPR) complaint against one of the biggest Polish news website, Interia.pl – the Polish Data Protection Authority has confirmed that online publishers should give users access to their advertising profiles generated for the purposes of delivering behavioural ads.

“We don’t have to manipulate our customers or exploit their vulnerabilities to scale up” – European entrepreneurs and social organizations appeal to the MEPs to put an end to invasive and privacy-hostile practices related to surveillance-based advertising and thus open the market to ethical and innovative online ads, which respect users’ rights and their choices. On the opposite bench – the Big Tech lobby fights for the status quo to remain – despite the well-documented social and individual harms caused by the current ads ecosystem.

A case study examined by Panoptykon Foundation and showcased by the Financial Times, demonstrates how Facebook uses algorithms to deliver personalised ads that may exploit users’ mental vulnerabilities. The experiment shows that users are unable to get rid of disturbing content: disabling sensitive interests in ad settings limits targeting options for advertisers, but does not affect Facebook’s own profiling and ad delivery practices. While much has been written about the disinformation and risks to democracy generated by social media’s data-hungry algorithms, the threat to people’s mental health has not yet received enough attention.

We can finally see the light at the end of the tunnel, when it comes to the ePrivacy Regulation, on which work began in 2017.

Our new report: To Track or Not to Track? Towards Privacy-friendly and Sustainable Online Advertising shows that it’s actually possible to reform the ad tech industry without bankrupting online publishers. But in order to make that happen, EU policymakers must create a regulatory push by enforcing the GDPR and adopting new rules which would incentivise the uptake of alternatives.

The online advertising economy is not a win-win situation, despite what the ad industry claims. Here are 10 reasons why.