论行为定向广告中的网络隐私保护
朱松林
论行为定向广告中的网络隐私保护
Protecting Online Privacy in Behavioral Targeting Advertising
行为定向广告基于对消费者网络行为追踪所获得的数据,通过个性化的广告内容传送开辟了网络广告经营的新空间。网络消费者在享受行为定向广告便利的同时,也不得不面临新的隐私担忧。国外在治理行为定向广告中消费者网络隐私问题上,试图实现保护消费者隐私和鼓励网络经济创新之间的平衡。在主要采取的立法规范、行政监管和行业自律等举措中,国外治理行为特别强调行业自律的作用。中国网络广告业的发展也面临类似的问题,国外经验可以作为我国治理行为定向广告侵犯消费者隐私问题的借鉴。
Based on the data collected from consumer online activities, behavioral targeting advertising creates new business space by delivering tailored advertising messages. While enjoying the benefits supported by behavioral targeting, consumers have to face privacy concerns. In terms of handling the problem of privacy risks in behavioral advertising, western countries try to make the balance between protecting consumer online privacy and encouraging innovation in online economy. Among the main regulative measures such as legislation, administrative supervision and self-regulation, industry self-regulation is of great significance. China’s online advertising has similar situation with other countries. In the process of formulating rules against the invasion of consumer online privacy, foreign experiences can be an important reference.
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