Personal Information Protection In Internet Targeted Advertising

As human beings enter the era of big data,the importance of information is increasingly prominent.The use of personal information not only facilitates our lives,but also risks infringing on our rights.In the field of Internet targeted advertising,the rationality of processing personal information cannot be determined solely by the privacy agreement.Internet targeted advertising production and distribution will process the personal information of network users,and there are also privacy risks.By sorting out the basic situation of targeted advertising on the Internet,the difference between Internet targeted advertising and traditional advertising is clarified.The types and characteristics of personal information in Internet targeted advertising have their own particularities,involving multiple aspects of personal information collection,analysis,processing and output.China's personal information protection faces many challenges,and it is necessary to protect personal information in the field of targeted advertising.Through the legislation,judicial and self-discipline status of personal information protection in Internet targeted advertising in China,the problems of imperfect laws and regulations,difficulty in infringement proof and insufficient self-discipline mode in the industry are obtained.In terms of personal information and legislation in the field of Internet advertising,China should clarify the scope of personal information and refine the provisions for Internet targeted advertising.In terms of improving the rules of network infringement certification,China should expand the connotation of the elements of network infringement and apply the presumption of fault to the infringer.Responsibility;To improve the industry self-discipline model,we should improve the informed consent model and introduce the concept of scene and risk orientation,pay attention to the whole process of personal information processing,and control the privacy risks in the process of using personal information.In order to protect the personal information rights and protect the sound development of the information industry,personal information protection in the field of Internet targeted advertising is crucial.