is a legal scholar with expertise in the European Union digital policy regarding surveillance advertising. In 2024, Lex defended his thesis, 'Power & Dignity: The Ends of Online Behavioral Advertising', at Leiden University (the Netherlands), where he also worked as a researcher and a teacher from 2018 to 2024 at eLaw—Center for Law and Digital Technologies. His research primarily addresses the boundaries of influencing humans in the online environment, including through interface design and artificial intelligence (AI) systems.