Switzerland proposes banning profiling-based ads to minors
Switzerland’s proposal to ban profiling-based online ads for minors is prompting broader questions about how far advertising regulation should go. Commenters largely welcome stronger protections for children but highlight practical issues such as age verification, the risk of expanding surveillance, and the ease with which platforms already infer users’ ages and traits. Many argue the move should be a stepping stone toward restricting or abolishing behavioral advertising for all users, given its privacy intrusions, psychological impact, and influence on the media ecosystem.
Support for the Swiss Proposal
- Many commenters see banning profiling-based ads to minors as “obvious” and overdue, given children’s vulnerability and inability to meaningfully resist psychological targeting.
- Several argue it aligns with existing youth protections (e.g., bans on porn, alcohol ads, or Playboy at checkouts).
- Some point to documented abuses, like platforms allegedly targeting low self‑esteem teens with appearance and lifestyle ads.
Calls to Extend the Ban
- Very strong sentiment that limits should apply to everyone, not just minors.
- Common view: the same manipulation and privacy harms affect adults; the “think of the children” framing is seen as a political wedge to get any regulation through.
- Some advocate a total ban on profiling-based ads, and a few even argue for banning all ads or all targeted ads, not just for minors.
Implementation & Age Verification Concerns
- Major open question: how to distinguish minors without mass ID checks or more surveillance.
- Fears that this will either:
- Push intrusive ID verification, or
- Incentivize more profiling to infer age.
- Some suggest “best effort” approaches: if a profile indicates likely minor, stop targeting; others point to zero-knowledge age checks, but there is skepticism about privacy and abuse.
Privacy, Profiling, and Harm
- Profiling is framed as a human‑rights/privacy violation, not just an annoyance.
- Concerns include exploitation of mental health vulnerabilities, addictive recommendation systems, and the creation of “fractured realities” via personalized feeds and ads.
- Several argue profiling itself should be outlawed, not just its use for ads, because bulk data is valuable for surveillance even without advertising.
Advertising, Media, and the Economy
- Some worry that banning (especially all) ads would harm funding for journalism and democracy, noting historical dependence on ad revenue.
- Others counter that ad‑funded models already degrade journalism by chasing engagement and advertiser interests.
- There is debate over whether “good” targeted ads exist; even supporters of niche targeting often conclude abuses are too pervasive to justify it.
Broader Regulatory Ideas
- Suggestions include: enforcing Do Not Track, banning adblocker blocking, restricting ad locations (physical and digital), and requiring transparency on “why you’re seeing this ad.”