“…In this sense, new initiatives and regulations emerge to regulate digital advertising, thanks to which consumers can be better protected. (McGregor, 2017;Inglese, 2019;Mucha, 2021;Shelygov, Kodolov, Gorovoy, Troitskaya, Arifullin, 2021;Vujisić, Rapajić, 2021;Hudders, Reijmersdal, Poels, 2019) The European Commission does its best to modernise consumer protection rules as they have put forward a number of proposals to effectively upgrade the existing rules and guarantee equal treatment in single markets (Soldi, Cavallini, 2018).…”