3. Basing advertisements on user behaviour should be prohibited. Advertisements can still be personalized, but can for example be based on the content the user is viewing. Ads that are based on user behaviour can only exist if the behaviour of those users is tracked and users are profiled. The result is a tracking industry in which users are not only followed within the platform itself, but also secretly on the wider web. To stop this that user surveillance, ads based on user tracking should be prohibited. Advertisements can still be personalized, for example by placing advertisements for from a hardware store, next to a video on DIY home improvement.