Research On The Legal Issues Of The Use Of Personal Information In Targeted Online Advertising

In the era of big data,the challenges of directional advertising to personal information protection mainly focus on the collection,preservation and use of data.Big data makes individuals almost completely lose control of their own information,and the problem of insecurity caused by personal information leakage is becoming increasingly prominent.There is a serious asymmetry in the right to use information between individuals who are supposed to be self-information controllers and the fact data controllers and processors(governments and enterprises).In addition,the lag of advertising supervision system has also brought many challenges to the protection of personal information on the Internet.If the above data are not supervised in disorder and Grey areas,and if the law of advertisement and regulation are not properly prescribed and improved,it will result in the phenomenon of bad currency expelling good money for the development of advertising industry;for social development,it will lead to serious violations of personal privacy,affecting economic security and social stability.To summarize the existing advertising laws and regulations in China have begun to establish a legal protection system and administrative supervision system for consumer personal information protection,while also striving to establish and improve technical protection and industry self-regulatory norms.However,the relevant regulations on the protection of personal information are relatively scattered,and there is no special law to protect it;the executive power of administration is not enough,and the coordination system is not perfect;the technical protection is relatively backward,basically relying on industry self-consciousness and manual supervision;the statute binding force of industry self-regulatory organizations is not strong,and the treaty becomes a form.Whether it is the rights of information owners,the rights of information controllers and users,or the circulation and transaction of information data,the supervision and protection of personal information are not strict and meticulous enough to be implemented.Since the development of Internet technology and advertising industry in the United States,the European Union and Japan is ahead of China,the problems encountered by our country are reflected in the development process of these countries.Therefore,exploring the mode of advertising supervision in these countries is of great significance for thinking about advertising supervision and personal information protection in China.The first chapter of this article mainly analyses the current situation and legal problems of directional advertisement on the internet.By introducing the definition and basic modes and characteristics of directional advertisement on the internet,it includes the analysis of the characteristics of directional advertisement on the internet,the particularity of legal supervision and the emergence and harm caused by infringement of personal privacy.The second chapter is about the supervision of the collection and storage of personal information in online directional advertising.Firstly,it introduces the status of personal information collection and storage in online directional advertising,including behavior and supervision mode.Secondly,there are legal problems in the existing supervision mode,including the lack of detailed storage period and principles of personal information and weak enforcement of regulation on personal information collection.Chapter three is about the supervision of the use of personal information in online directional advertising.First,the current situation of personal information use,including the definition of personal information use and the risk of improper use,as well as the existing advertising business supervision system.The problem is that the existing advertising laws and regulations are not legally binding on the use of personal information,and the accountability mechanism is difficult to adapt to the particularity of targeted advertising.The fourth chapter is the personal information relief of network directional advertising.First,from the collection link,standardize personal information collection suggestions,including formulating special personal information protection laws and regulations,coordinating the upper law and relevant departments,while establishing a strict accountability mechanism.Secondly,from the point of view of perfect data use boundary,the collection of sensitive data,the collection of minor data and the secondary development of personal information should be eliminated.