Feature documentary The Click Trap exposes the dark side of online advertising: a lucrative business with a human cost.

Director Peter Porta delves into the opaque world of programmatic advertising, a world monopolised by a handful of big tech companies and social media platforms, that is helping to fuel scams, disinformation and hate.  As a self-confessed tech geek he was curious about how online ads actually ended up on-screen, asking himself: “who or what is placing them there?”  Further investigation led him to begin speaking to experts on the subject to find out more, all of whom repeated the same thing: “people have no idea how online advertising works and the harm it’s doing – if they did, they’d be outraged.”

Unregulated online advertising is impacting people worldwide, both on and offline, and even threatening the stability of our democracies.  In spite of the gravity and urgency of the situation Porta is still positive: “I’ve been truly inspired by the stories of digital activists fighting back against big tech monopolies and the European legislators pushing for greater regulation.”

The Click Trap follows cyber experts, journalists, researchers, scam victims and legislation makers from across the globe will show that it is possible, and necessary, for us to make a difference.  Stockholm, Amsterdam, New York, London, Toronto, Cologne are just some of the film locations lined up for the production phase.  The film is due for release in 2024, the same year the Digital Services Act will come into effect.

The Click Trap is a Polar Star Films production in coproduction with Yuzu Productions for Arte, RTVE, RTS, RTBF, TeleQuebec, VTM, YLE, with support from CNC and distributed by Java Films.

The Click Trap is a Polar Star Films production in coproduction with Yuzu Productions for Arte GEIE, RTVE, RTS, RTBF, VTM, YLE, TéléQuebec, Current time, Public Senat, with support from CNC, MEDIA Slate Funding and MEDIA TV programming funding, ICEC development funding and distributed by Java Films