Consumer manipulation through online behavioural advertising

Abstract

Technological progress and the rapidly increasing abundance of consumer data have significantly changed the pervasiveness and effectiveness of online behavioural advertising (OBA). Although the marketing concept of OBA is versatile and holds great potential for companies, it also entails legal risks with regard to consumers’ privacy and autonomy. This article aims to describe the practice and technology of OBA. Then, it aims to outline the possible limits of consumer manipulation by OBA under Swiss law.