This papers over the realities a bit too much. If they were to “ban behavioural advertising”, then advertisers would simply rebrand it: “oh no it’s not behavio

This papers over the realities a bit too much. If they were to “ban behavioural advertising”, then advertisers would simply rebrand it: “oh no it’s not behavioural advertising, it’s ’interest-centric’ advertising, completely different”. The point is to ban it in “spirit” not in “letter”, because a ban in the lette would simply get lawyered around and end up not being worth the paper it’s written on. The advertisers know that these regulations ban behavioural advertising effectively, which is why their immediate tactic is to decry the wording as “too hard” and “too confusing”. This is an obfuscation tactic. Like with GDPR, it’s actually shockingly easy to comply with: Just don’t track users and sell their data.