Microtargeting, data and consumer protection issues
We analyze online behavioral advertising and microtargeting activities in order to:
Identify
the main regulatory challenges concerning data protection in the context of online behavioral advertising, while underlining the legal gaps and deficiencies and illuminating the relation between any unlawful use of personal and non-personal data for these purposes and consumer protection.
Examine
the level of understanding of, on the one hand, users concerning the status of online behavioral advertising and their rights in this context both as data subjects and as consumers, and, on the other hand, online businesses regarding their obligations through a data and consumer protection prism.
Utilize
the research findings on the legal framework and the perceptions of users and businesses about online behavioral advertising, in order to issue guidelines that will assist regulatory authorities to effectively supervise the market, improve online businesses’ practices and enhance users’ awareness and autonomy.
