Based on the findings, more than 20 consumer and civil society organisations in Europe and from different parts of the world are urging their authorities to investigate the practices of the online advertising industry.
The report uncovers how every time we use apps, hundreds of shadowy entities are receiving personal data about our interests, habits, and behaviour. This information is used to profile consumers, which can be used for targeted advertising, but may also lead to discrimination, manipulation and exploitation.
– These practices are out of control and in breach of European data protection legislation. The extent of tracking makes it impossible for us to make informed choices about how our personal data is collected, shared and used, says Finn Myrstad, director of digital policy in the Norwegian Consumer Council.