Advances in biotechnology, nanotechnology, and nuclear energy have turned society into what Dutch ethicist Ibo van de Poel calls a large-scale laboratory for experimenting with the unforeseen consequences of new technologies. In comparison, personalized advertising – also called targeted and behavioral ads — doesn’t seem nearly so dangerous. It is easy to believe that the worst that can happen is we’ll buy a few unnecessary things, lose some privacy, or find some content off-limits (as in the case of new London billboard that uses facial recognition technology to send male and female viewers different information). A more sober look suggests we should be worried about participating in a social experiment that gambles with our human agency and freedom.
