OII researchers, Dr Johann Laux, Dr Brent Mittelstadt, and Associate Professor Sandra Wachter warn about advertising based on online behaviour (known as Online Behavioural Advertising, or OBA). In ‘Neutralising Online Behavioural Advertising’, the researchers say EU consumer law, specifically the Unfair Commercial Practices Directive (UCPD), could be utilised to help mitigate the negative impact of online behavioural advertising on consumer choices. Lead author Dr Laux says, ‘Online behavioural advertising relies on assumptions being made about peoples’ interests and affinities to target consumers based on their online behaviour. This is leading to consumer choice, a core component of EU consumer law, being threatened.’Professor Wachter maintains, ‘Dominant market actors, which engage in the exploitation of consumers’ inferred cognitive dispositions, should be under stricter assessments of EU consumer law, particularly in digital markets. ‘In our paper we’re calling for a case-by-case
