Plans by European mobile phone companies to block advertisements across their networks suffered a setback after new EU telecoms rules prohibited this process. The guidelines published by the Body of European Regulators for Electronic Communications (BEREC) advised local mobile regulators that, while consumers should be allowed to install ad-blocking apps on their phones, network-level blocking should be prohibited.

How will European citizens protect themselves from being tracked, profiled and targeted by digital advertising with the aforementioned guidelines?