The Research On The Self-regulatory Pattern Of Personal Information Protection In The Field Of Online Behavioral Advertising In America

As the popularization of the Internet as well as the improvement of big data technology in information integration,analysis and excavation,Internet advertising are capable of shaping images of the users based on stereotactic techniques and then putting targeted advertising conform to their interests and preferences.As the most accurate type of internet advertising when comes to consumers' demands,Online behavioral advertising means the tracking of a consumer's online activities over time—including the searches the consumer has conducted,the web pages visited,and the content viewed—in order to deliver advertising targeted to the individual's interests.Online behavioral advertising has characteristics of accuracy in content,target on behavioral data and dependence of time.Thus,there is no doubt that online behavioral advertising interrelate to the collection,integration,analysis as well as excavation of personal information.As a result,the severe contradiction between the deliver of online behavioral advertising and the protection of personal information grows with a rapid speed.In the field of online behavioral advertising in America,the industry chose the self-regulatory pattern to protect personal information and has developed an integral industry self-regulatory mechanism regarding the protection for personal information.Such mechanism embraces the basic principles,the special stipulation of personal information as well as the mechanisms of Notice,Choice of Consumer,Advertising Option Icon,Don't Track Me and Accountability.Such mechanism in protecting personal information has not only provided flexible and elaborate protection regulations but also reduced the adverse impact of hindrance on the industry caused by premature intervention of legislation at the same time;while there are also disadvantages such as the shortage of universality and coercive force.Our country hasn't established the perfect system of protecting the personal information in the field of online behavioral advertising.What's more,the regulation of online behavioral advertising are more concentrated on unfair competition and less on the protection of personal information.By drawing from America self-regulated system of personal information in the area of online behavioral advertising,China should first establish the basic mode—uniformed legislation of protection personal information.And then it is a must to respect consumers' rights mainly including Notice and Consumer Control together with restrict the collection,processing and utilization of personal information for the purpose of online behavioral advertising strictly.