Your online profile is not always built on facts. It is shaped by technology companies and advertisers who make key decisions based on their interpretation of seemingly benign data points: what movies you choose watch, the time of day you tweet, or how long you take to click on a cat video.

“Our algorithm will suck you in”, “Scroll more, sleep less”. These are slogans from a “new, revolutionary social platform” Vlop!, being advertised on a mysterious, Black Mirror-like LED truck, cruising the Polish capital city. In reality, the platform does not exist, and was made up as part of a social campaign highlighting the actual harmful effects of BigTech companies that operate today.