EXECUTIVE SUMMARY 2

1. INTRODUCTION 4

2. IS FAIRNESS A LEGISLATIVE CHALLENGE? 5

2.1 Existing Legal Basis 5

2.2 Reversing the Burden of Proof 7

3. IS PERSONALISATION INHERENTLY HARMFUL? 8

3.1 “Default Off” and Ban on Personalised Advertising 9

3.2 Conflating Personalisation and Manipulation 11

4. HOW IS “VULNERABILITY” ENFORCED? 12

4. 1 Enforcement Issues With Broadening the Scope 13

5. WHAT POWERS REMAIN FOR MEMBER STATES AND THE COURTS? 14

5.1 Marginalising National Powers 15

5.2 Limiting Judicial Interpretational Powers 16

5.3 Centralisation and Enforcement 16

6. UNINTENDED CHANGES TO THE MARKET STRUCTURE 17

6.1 Gatekeepers Above All Gatekeepers 17

6.2 Contextualisation Builds on Discrimination 19

7. WHO BEARS THE COMPLIANCE COSTS? 20

8. CONCLUSIONS 23

REFERENCES 26