Protection of personal data in the process of using targeted advertising

Abstract

The subject of the research is normative and other legal acts, materials of law enforcement practice, provisions of the domestic legal theory concerning information security in social systems, especially the protection of personal information aimed at preserving the integrity of confidential data. The object of the study is public relations regulated by regulatory acts that secured the protection of personal data of Internet users. The purpose of the research is to study, generalize, theoretical and practical understanding of the legal regulation of the protection and processing of personal data through the prism of targeted advertising distributed through social networks, to develop on this basis a set of theoretical conclusions, legislative proposals and practical recommendations that provide a modern understanding of legislation in this area. The authors identify the specifics of targeted advertising, point out possible violations of legislation in the field of personal data when it is posted on social networks. The methodological basis for achieving the set research goal was both general scientific and special methods: complex, systematic, comparative legal, informational, statistical, concrete sociological, formal logical analysis. The scientific novelty of the study is the proposal to amend the current legislation on personal data and advertising to regulate the process of obtaining user consent for targeted advertising, ensuring transparency and protecting privacy; prohibiting site administrators from blocking access to information based on the user's refusal of targeted advertising; ensuring an open dialogue between the advertiser and the user on to explain the nature and purpose of the use of the collected data for advertising purposes. The main conclusions of the study are aimed at improving the provisions of legislation on the protection of personal data, taking into account the rapid spread of targeted advertising on the Internet information and telecommunications network.