The panel will present to the audience the marketing and advertising EU legal framework and recent decisions of EU Supervisory Authorities. The main issues related to privacy compliance for digital marketing and behavioural/ programmatic advertising will be discussed. Moreover, the speakers will share their reflections on how to convert the security &privacy "vicious cycle” into a “virtuous cycle” by providing a holistic and effective digital security and privacy framework. A potentially privacy-preserving system called Zero Knowledge Advertising will be presented. Finally, we will address how AI can support Privacy by Design in the Marketing and Advertising domains.