The main concerns that EU Consumers Commissioner Meglena Kuneva targeted were related to potential breaches of privacy rules, the use of ‘pressure’ advertising and commercial discrimination. The reason why we need to act is “because from the point of view of commercial communications the World Wide Web is turning out to be the world “wild west”. And this could be very damaging” said Meglena Kuneva at Brussels in 31 March 2009.

Google did not delayed and come up with a reply, assuring that is committed to protect the privacy and to “gives users transparency, choice and control over the ads they will see”. With all this, Competition Commissioner Neelie Kroes is the only person than can have an impact on the online advertising market even if she did not use it.