Recommendation 27

We consider that mechanisms allowing for better collective redress could be particularly useful in relation to targeted advertisements online, given that an individual cannot compare what they see online with what is seen by others and would therefore be unaware that they were being discriminated against. In such situations, unlawful practices are more likely to be revealed by independent investigations, most often carried out by civil society organisations and charities; if these organisations could then pursue cases on behalf of the affected individuals, the companies undertaking these activities could more effectively be held to account. (Paragraph 92) The UN Guiding Principles