Una soluzione Win-Win fra Governo e Imprese. Tassare le manipolazioni per normalizzare la sorveglianza. https://www.bloomberg.com/opinion/articles/2019-05-03/the-czech-republic-s-n... The Czech finance ministry plans to have a digital tax proposal ready by the end of this month. What’s known about it so far is different from other nations’ plans in two important ways: the high proposed tax rate of 7 percent, and the targeting of advertising and personal data sales as the primary base. The country also plans to tax sharing economy platforms. It estimates receipts of about 5 billion korunas ($217 million) a year. France, with six times the Czech Republic’s population, only hopes to receive about 2.6 times as much. At first glance, the idea behind the Czech digital tax is similar to the French one, but the French proposal names platforms that put users in touch with each other for a fee as the primary target, while the Czech one prioritizes targeted ads. [...] There’s also plenty of evidence that ad targeting is a potent political manipulation tool: It has helped malicious actors during the 2016 U.S. presidential election and the Brexit referendum, arguably helping to subvert democratic institutions. Besides, targeted ad platforms have deprived news organizations of previously reliable revenue streams, creating yet another negative externality for democracy. [...] The often-heard argument that the tax simply will be passed on to advertisers may not be valid with a 7 percent rate: If Facebook and Google merely add it to their bill, advertisers may well think of going elsewhere, including to news sites and traditional advertising media. Governments shouldn’t be shy to ask for more: At some point, this should produce reliable estimates of the true worth of our personal data. [...] Taxing advertising that is based on personal data could make another important contribution to the common good. If the idea is to tax the revenue from clicks on and views of ads shown in a specific country, then platforms such as Facebook and Google must be required to disclose to a government analytical data on where the clicks and impressions occur. Governments would, naturally, want to audit the data. That would be a major step toward much-needed transparency: There’s too little independent control of digital advertising companies’ claims of precise targeting and advertising efficiency. Whatever information governments collect from platforms for tax audit purposes should be available to advertisers and the public, too.