Digital choice architectures such as social media platforms, webshops, and streaming services become increasingly good at manipulating their usersâ?? behavior. The sophistication of their behavior influencing techniques is, unfortunately, not matched by current, outdated, theories of manipulation. As a result, ethical analyses that should help us distinguish between legitimate and illegitimate digital influences of behavior are lacking. The same holds for the legal regulation of manipulation online. This research project will update the outdated ethical theories of manipulation and use the updated theory to suggest a better regulatory response to manipulation of behavior online.