 More generally, privacy is important in democracy to prevent undue influence. While lack of privacy in the voting process could enable vote buying and coercion, there are more subtle ways of influencing the democratic process, for example through targeted (mis)information campaigns. Online (political) activities of citizens on for example social media facilitate such attempts because of the possibility of targeting through behavioural profiling. Compared to offline political activities, it is more difficult to hide preferences and activities, breaches of confidentiality are more likely, and attempts to influence opinions become more scalable.