Disruptive technologies have transformed almost every sector of the economy, not least the advertising industry. The exponential growth of online advertising has allowed brands of all sizes to connect with a diverse range of consumers within the comfort of their own homes. Yet, while the ability to target specific groups on digital platforms benefits marketers, it simultaneously exposes consumers to greater risks and harmful content. To redress the power imbalance, the government is proposing regulatory reforms via its Online Advertising Programme (OAP). It launched a 12-week long public consultation on 9 March, due to close 1 June this year.