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European Parliament approves proposal to ban targeted ads, Marketing & Advertising News, ET BrandEquity


European Parliament approves proposal to ban targeted ads (representative image)

The European Parliament has approved a draft package of measures to tackle illegal content, in particular targeted advertising, and to ensure that social media platforms are held accountable for their algorithms and improve content moderation.

The law will prevent Big Tech from using sensitive information for targeted advertising.

The “Digital Services Act” will regulate platforms for a safer online space for users.

The bill provides more transparent and informed choice for recipients of digital services, including information on how their data will be monetized.

If consent is withheld or withdrawn, recipients will be offered other options for accessing the online platform, including “ad-based options without tracking”.

“A lot has changed in the 20 years since the adoption of the e-commerce directive. Online platforms have become increasingly important in our daily lives, bringing new opportunities, but also new risks. “said Christel Schaldemose, who leads the European Parliament’s negotiating team. .

“It is our duty to ensure that what is illegal offline is illegal online. We must ensure that we have digital rules in place for the benefit of consumers and citizens,” Schaldemose said in a statement.

Online marketplaces must ensure that consumers can buy safe products online, thereby reinforcing the obligation to trace traders.

According to the draft law, very large online platforms (VLOPs) will be subject to specific obligations due to the particular risks they present with regard to the dissemination of content that is both illegal and harmful.

“Targeting or amplification techniques involving the data of minors for the purpose of displaying advertisements will be prohibited, as well as the targeting of individuals on the basis of particular categories of data allowing the targeting of vulnerable groups,” said the European Parliament.

Recipients of digital services and the organizations that represent them must be able to seek compensation for any damage resulting from the platforms’ failure to comply with their due diligence obligations.

“Online platforms should be prohibited from using deception or nudging techniques to influence user behavior through ‘dark schemes,'” he added.

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