Does Facebook identify and manipulate your feelings? Is it able to recognize your personality type, habits, interests, political views, level of income? Does it use all the information in order to reach you with personalized ads or sponsored content? You bet!

Your online profile is not always built on facts. It is shaped by technology companies and advertisers who make key decisions based on their interpretation of seemingly benign data points: what movies you choose watch, the time of day you tweet, or how long you take to click on a cat video.

A progressive report on the Digital Services Act (DSA) adopted by the Committee on Civil Liberties, Justice and Home Affairs (LIBE) in the European Parliament in July is the first major improvement of the draft law presented by the European Commission in December. MEPs expressed support for default protections from tracking and profiling for the purposes of advertising and recommending or ranking content. Now the ball is in the court of the leading committee on internal market and consumer protection (IMCO), which received 1313 pages of amendments to be voted in November. Panoptykon Foundation explores if the Parliament would succeed in adopting a position that will contest the power of dominant online platforms which shape the digital public sphere in line with their commercial interests, at the expense of individuals and societies.

We have taken part in the public consultations of the draft code of conduct which is supposed to help apply the GDPR to the internet advertising sector. The code was prepared by the Polish office of the Internet Advertising Bureau.

“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.