-> Global IT companies collect data to provide personalised advertising.
-> These business practices are contradicting European values and legislations.
-> The European data protection reform aims at forcing companies such as Google to respect European fundamental rights.
-> The implementation of this vision in form of political practices is characterised by friction and conflict.
-> In addition to the regulation of global search engines, Europe should focus on law enforcement and privacy-friendly technologies.
Author: Astrid Mager