The modern digital advertising landscape is one where advertisements are camouflaged into consumers’ entertainment, news and social media experience in a way that many of us are unable to detect.

This lack of transparency has many drawbacks ranging from a degradation of regular media content, algorithms designed to take our time and attention, the exacerbation of mass consumerism and its attendant pressure on the planet. However, the biggest drawback is that it relies on unethical deception in order to more effectively persuade us to make purchases.

This article examines the ways in which this deception is inadequately regulated. It suggests how the law could be developed to encourage radical global transparency.

The final part of the article confronts the concern that the current funding model for the internet might be destroyed if advertisements were obvious and therefore avoidable and ineffective. Consideration is given to whether, and in what form, alternative funding models for the internet may begin to emerge.