Fairness is required under the GDPR, but little guidance has been provided on how to implement it in practice. How should fairness in privacy and data protection be placed in the right context, and be balanced against other fundamental rights—such as the freedom of expression, the
freedom to conduct a business, and the right to integrity? Why is it important to keep other rights in mind when interpreting GDPR, for instance, those concerning business models and international data transfers? And what role do other areas of law, namely contract law, play? This panel will address how fairness in advertising is related to the right implementation of the privacy-by-design principle. The speakers will also explore the role of user-centric tools for transparency and controls that are designed for people, businesses, and society to have a fair advertising experience.