Legal Regulations On Internet Targeted Advertising

With the development of Internet technology and the advertising industry needs, internet advertising industry came into being and developed rapidly. In internet advertising industry,programmatic buying advertising is also in rapid development which is in order to display targeted advertising. Internet targeted advertising with huge economic and technological advantages was originated in the United States firstly in 2008, later it expands the scope to the entire world. In order to achieve accurate delivery of results, internet advertising needs to collect, analyze internet users' personal information. It can cause rights violations of users' network privacy, causing the user information leaks and other legal issues. In the background of the rapid development of internet targeted advertising, we need to improve the relevant legal measures to solve the problems.This paper consists of four parts.The first part is the "Introduction of Internet Targeted Advertising Present Situation ".This section is divided into three aspects to introduce internet targeted advertising. The first aspect focuses on internet targeted advertising basic status. The second aspect is to introduce the operating procedures of how the internet targeted advertising is displayed briefly. The third aspect is compare the differences between internet targeted advertising and traditional advertising, introducing the industry development of internet targeted advertising in China and in the United States in brief.The second part is about "Advantages and Legal Issues of Internet Targeted Advertising ".This part mainly explains the impact of internet targeted advertising in both positive and negative sides. On the one hand, the internet targeted advertising brings convenience and benefits to consumers, relevant enterprises and the whole society. On the other hand, the internet targeted advertising process is divided into three phases to introduce the legal issues.In information gathering phase, internet targeted advertising mainly is involving violation of user network privacy right. In the information analysis stage, it is mainly related to the legal issues of user information leakage and the sale of information. In the advertising stage, it is mainly related to users' right of internet peace and real life of privacy issues.The third part is about "Domestic and International Cases and Legislation of Internet Targeted Advertising ". This section introduces cases of Zhu Ye with Baidu and Google withinternet users. Both cases are about the violation of user network privacy right caused by internet targeted advertising. Briefly introduces and analyses Chinese court view and the United States court view. According to these two cases, there is no comprehensive law to protect users' personal information in the era of big data at home and abroad. Second,comparatively analyses briefly the current legislation protected mode between the United States, the European Union and China.The fourth past is about "Countermeasures of Internet Targeted Advertising in China ".Based on the legislation and internet targeted advertising's present situation, and using the legislations and ideas of other countries for reference, discusses how the rules should be established to solve the legal issues of internet targeted advertising. Based on protecting the legitimate rights of internet users and internet technology to give the necessary space for the development of the internet, China needs to improve the three measures, improvement of legislation, establishment of the internet industry self-regulation, raise awareness of rights protection of internet users. First, discusses these problems in legal regulation including the scope of information collected, the subject of information collection, the type of advertising displays, responsibility of information disclosure, how to close these advertising, and liability form. Second, China needs to learn from the United States internet industry self-regulation mode. At last, enhances awareness of self-protection and safeguards rights of internet users.