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In a bid to manage the use of behavioral ads, also known as microtargeting, the EU parliament has called for tighter regulations and suggested that less intrusive methods be used. Such practices would include contextual forms of advertising.

The parliament is asking the European Commission to consider more regulatory options that will include a phase-out that ends in a full ban.

Members of the parliament want options made available for internet users to opt-out of algorithmic content curation if they do not want to take suggestions from algorithms. An example of this would be something like the YouTube algorithm.

The proposed entity

The Legal Affairs committee introduced the legislative initiative. It will put the parliament against the core business models of Facebook and Google, two of the biggest tech giants in the world.

Related: U.S. antitrust report hints on break-up of Big Tech Firms

The parliamentarians also backed a call that would require the Commission to look for options that will set up a European entity to monitor tech companies, enforce rules, and impose fines.

The entity will reboot digital rules and ensure compliance with a single, pan-EU internet regulator to ensure that the tech companies stay in line.

The Digital Service Act need to be comprehensive

Even though these elected representatives’ votes are non-binding, they are a clear message to the Commission lawmakers who are currently developing the new eCommerce rules that will be in the Digital Service Act package to be released next month.

The DSA will rework the original rule book for digital services and tackle issues like liability for user-generated content and online disinformation.

Even though the Commission can only propose laws, the DSA will have to be backed by the EU parliament and Council if it is to run the legislative distance.

Also read: Should Europe compete for technological world domination?