https://phys.org/news/2018-11-uk-tougher-personal.html

"I don't think that we want to use the same model that is used to sell us holidays and shoes and cars to engage with people and voters," she said. "I think people expect more than that."

New rules are needed to govern advertising and the use of data, Denham said. She called on all players—the government and regulators but also the big internet firms like Facebook and smaller brokers of online data—to reassess their responsibilities in the era of big data.