top of page


  • Chris Bratton - Tech Journalist

EU’s Data Protection agenda tasked with tracking ads ban

EU lawmakers have been advised by the European Data Protection Board (EDPB) to rule towards tracking ad bans as they are responsible for gathering users’ data. Lawmakers seem keen on serving the general public with the best of their abilities without turning off ads mechanism for good as it remains one of the effective ways for companies to market products.

How many times you’ve visited a site and seen customised ads drafted towards you? Consciously many times, and unconsciously who kept count!

These ads are pretty personalised and can make havoc on personal security. Searching for a specific product or viewing something that interests you triggers these personalised ads. But how effective are they? Of course, it’s better to see relevant ads, but they get pretty disturbing after the standard threshold. The threshold is not metered, but you’ve got the right idea.

A statement was published on the digital services package and data strategy on 18th November 2021 by the European Data Protection Board, which stated the Digital Services Act (DSA), Digital Markets Act (DMA), Data Governance Act (DGA) is responsible for maintaining the correct order in the sector.

“Regulation on a European approach for Artificial Intelligence (AIR) and fifth proposal for ‘Data Act’ is responsible for the action and will serve as European’s strategy for Data.”

Individuals lack protection rights and freedom by listening ports on the web. How do they keep their server running and keep feeding the employees? It’s the ad revenue. Without it, the profit margin is too limited. How many times have you seen a channel branding its products? The advertisement industry is a large part, and there is no denying it’s a two-way sword. But what’s worst is when the AI system categorises individuals through biometrics, ethnicity, gender, and political and sexual orientation. It can temper with emotion and overall loss of privacy.

The EU Data Protection committee is seeing through the action and will reign upon the issue with a change of rules. The Digital Services Act: DSA handles governance and accountability in digital regulations and risks damaging people’s fundamental rights.

The rule for internet gatekeeps was much needed, and the DGA aims to encourage data reuse engines with innovative AI technology. AI technology working with previous data and regulations set by the authority seems like a prominent solution towards ads distribution. It will satisfy advertisers or business needs and keep the revenue stream running for the distribution channels.

What about children’s who are also under the radar of personal data grab? It is not a great idea to use their identity as their personality is not yet developed. How could we add children to the equation of data grabbing? It is a breaking of rules in terms of personal data collection. Though there are parental controls, children should be out of the data grab and “overall be prohibited.”

European Parliament’s internal market and consumer protection (IMCO) committee held a meeting geared towards a similar topic, and MEPs considered amendments to more comprehensive digital regulation. The Digital Regulation Package known as the Digital Services Act (DSA) should undergo strict monitoring and reversible rules that give consumers the upper hand.

Though MEP’s committee hearing suggested a ban on tacking ads is not essential as it helps improve ad relevancy. It came to this stage after many regulation changes, and for this, they have no motive to tamper with it.

DMA and other regulatory parties questioned MEPs decision on not banning tracking ads as they are the gatekeeper of personal mining information such as age, sex, race, etc.


bottom of page