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Earlier this month, the European Union Parliament passed new rules aimed at limiting how companies and websites can track people online to target them with advertisements. Critics argue that the practice enables discrimination, potentially only offering certain groups of people economic opportunities. The 2016 U.S. presidential election and the Brexit vote were “wake-up calls” to the Europe Union to crack down on targeted advertising, according to Jan Penfrat, a senior policy adviser at European digital rights group EDRi. Lawmakers in the United States are also looking into ways to regulate behavioral advertising.