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Personalised advertising

Every day, consumers are asked to decide whether and how their data may be collected, combined and used for advertising purposes when they go online or use apps. Yet the technical background is complex and the online advertising market so opaque that making an informed choice is nearly impossible. No one can predict the full scope or consequences of giving consent.

Advertising companies classify consumers using labels such as "Marlboro", "weight loss", "fragile elderly", "speculative investments" or "casino and gambling". Based on such profiles, consumers are shown ads tailored to their behaviour and, in some cases, deliberately targeting their vulnerabilities. This practice threatens the protection of personal data and privacy, and it enables manipulation and fosters discrimination. In particular, such profiles can be used to exploit individuals financially or to reinforce harmful behaviour.

      
        vzbv demands    
    The EU must adopt legislation that safeguards consumers' privacy by particularising and complementing the General Data Protection Regulation. Consumers should be able to use the internet and their smartphones without their data being collected for advertising purposes.
This legislation must prohibit tracking and profiling for advertising purposes. Once consent is given, the flow and use of data in the online advertising market becomes uncontrollable.
The legislation must take into account emerging technologies such as AI in order to provide meaningful protection for consumers in the digital marketplace.

Downloads

ePrivacy | Core demands of vzbv | 24 September 2018

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PDF | 33.31 KB

Ensuring Privacy and Confidentiality in Electronic Communication | Änderungsanträge des vzbv zur ePrivacy-Verordnung | Juni 2017

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PDF | 243.47 KB

ePrivacy Regulation - Better Protection for Privacy | Factsheet | June 2017

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PDF | 583.17 KB

News

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24.05.2024Online data protection: majority of consumers reject personalised advertising

For six years, the General Data Protection Regulation (GDPR) has played an important role in protecting personal data. However, there are some loopholes in the legislation – which disadvantage consumers. The Federation of German Consumer Organisations (Verbraucherzentrale Bundesverband – vzbv) wishes to see tracking and profiling banned.