It must be said that the problem with (2) is the site pushing the claims being allowed to advertise/operate at all. Its only marginally less harmful if it can s

It must be said that the problem with (2) is the site pushing the claims being allowed to advertise/operate at all. Its only marginally less harmful if it can still profit from less directly targeted advertising. I also think there's an important distinction between data that can be used on a platform's own website and information that follows you around the Internet (which this legislation doesn't appear to draw). In practical terms, this is the distinction between ads for services a gay teenager might actually use on a login-based social profile the teenager has voluntarily publicly displayed their sexual orientation on (and bombarding them with slightly fewer invitations to be heterosexual!) and rainbow ads following their mum round Internet.