The Centre for Data Ethics and Innovation (CDEI) launched a report in which they recommend that the United Kingdom passes new regulations to control algorithmic personalisation. The approach of CDEI aims at reducing potential harms and enhancing beneficial uses of online targeting. In this sense, the report proposes recommendations towards accountability, transparency and user empowerment. Within the area of accountability, new regulations should require online platforms to make a diagnosis and explain the effects of their systems. Regarding transparency, social media platforms should be compelled to allow independent researchers to access their data if it is needed to investigate relevant topics for public policy. Finally, regulations should encourage platforms to reinforce user empowerment by giving people more information and control.