Privacy Protection And Digital Advertising Ethics

Digital advertising based on big data can reach consumers more accurately for brands and bring more personalized advertising experiences to users.While technological upgrading has brought about innovation in the advertising industry,it has also triggered a series of ethical issues in digital advertising: personalized advertising brings more "appropriate" advertising information to users,and it also affixes a "discriminatory" identity label to users.Excessive personalization may also cause users to worry about their online privacy.Big data,as an important nourishment for digital advertising,is an important asset of technology companies,and also the privacy of users.When data is leaked maliciously and sold,the data is moderate Suddenly turned to privacy violations,resulting in ethical anomie of privacy protection.Digital advertising ethics is only one aspect of data privacy issues,and the protection of data privacy caused by the issues is even more important to us.As a weak party,the regulation of the law and industry self-discipline have become the key to protecting the privacy and security of user data.The European Union 's General Data Protection Law and China 's Personal Information Security Regulations both specify data processors 'specifications for data collection,use,and processing,and empower data subjects.However,compared to GDPR,the Personal Information Security Regulation's details still need to be improved,and the implementation of relevant rules needs to be continuously promoted.Fortunately,although the Personal Information Security Standards is only a business reference of national standards,it is also a good start for China to implement data privacy legal protection.The regulation of the acts promotes industry self-regulation,and the privacy policy is an important embodiment of Internet industry's self-regulation.In the study of 24 privacy policy texts of three representative enterprises in China,it is found that in terms of policy content,the whole text responds to the bill in a timely manner,the content framework tends to be improved,and the text expression pays attention to user-oriented.However,there is still a gap between the privacy policy texts between enterprises,products and products,and the top-down unified specification is still what enterprises need to pay attention to.In terms of users' rights,enterprises should fulfill the obligation of informing and clarifying users' rights.However,the key of data privacy protection policy is how to translate the promised obligations into practical actions,how to balance the relationship between users' privacy and commercial advertisements,and how to protect users' right to reject advertisements.In terms of corporate responsibility,enterprises perform compliance in data security management-technical ability in line with industry standards,safe and transparent data processing process,effective internal control system and complete emergency plan.However,complete data security protection management does not mean the establishment of a true and effective privacy protection system,because privacy protection management is not a promise,but a continuity Perfect practical action.From the perspective of industry self-discipline,how to carry out effective privacy protection to balance the relationship between business and privacy,and promote the opening of data without causing the loss of privacy ethics,this paper gives several suggestions: to carry out user centered privacy protection guidance-Privacy Policy from the perspective of users,business division authorization and consent,and user information management guidance as product functions;to focus on privacy The goal of private protection(Culture),security design and privacy management are to establish a user information protection management system covering the whole life cycle,and realize the two-way construction of information protection and data value through twoway empowerment and business regulation.As one of the most important profit sources of Internet enterprises,the root of the regulation of law and the users' worry about it is not the advertisement itself,but whether the enterprise causes the ethical anomie of users' privacy.Therefore,the industry self-discipline and responsibility practice are the key to improve the privacy protection,promote the advertising industry and even the whole Internet ecological environment.