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This arms race ends with regulations preventing big tech practices that are nocive for human beings:

- no disguised ads. They must be clearly marked -limit screen real state dedicated to ads - what the user didn't explicitly asked for, is an ad

We can't wait for companies to "do no evil". What would you ad to the list?

- Every ad-supported service must also be provided ad-free at a price no higher than the ad revenue would be.

Ad enthusiasts are always quick to defend how useful ads actually are so let them put their money where their mouth is and have the market decide.