“Register your prepaid and get free calls/Internet transfer/win a car” – you can hear from Polish telecom operators, as a reminder and encouragement that all pre-paid SIM cards have to be registered by 1st of February 2017. One could almost think that this is just nicely coordinated campaign of leading telecoms, aimed at collecting a bit more data about their clients in exchange for a bonus. Nothing new under the sun in the data-driven world? Well, not exactly. A real stake in this data collection effort is to increase control over all users of telecommunication networks in Poland, with particular focus on foreigners. The demand for more data, this time, came not from the market but directly from the policing arm of the state.

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.