I'll expand a bit on that, if I may. The whole notion of fairness, which is so critical to our electoral process, has moved away from a largely financial perspective of a level playing field to a perspective of being concerned about the ethics of behaviour, especially with the use of social media.
I think we need to look at the notion of electoral fairness in a broader way, and that needs to include greater transparency on how data is used on social media and who purchases it.