论大数据时代的定向广告与个人信息保护——兼论美国、欧盟、日本的国家广告监管模式

On Targeted Advertising and Personal Data Protection in the Age of Big Data——A Discussion on the Modes of National Advertising Regulations in the United States,the European Union and Japan

随着大数据定向广告给个人信息保护带来的一系列挑战,我国的广告法规亟需补充和完善。文章通过探讨美国、欧盟、日本的国家广告监管模式,提出我国的广告监管可以通过统一立法强调个人信息保护的重要性,以分类监管约束信息搜集者的行为,以技术监管增加数据使用的透明度和以第三方监管模式调控数据的商业交易。同时,建议国家立法机关对定向广告中的个人信息保护问题进行单独立法。

In the age of Big Data,personal data protection is facing many challenges,and targeted advertising as well as Chinese advertising regulations are in need to be supplemented and improved.In this paper the national advertising supervision models in the United States,the European Union and Japan are discussed.It is pointed out that Chinese advertising regulations should be improved by setting up a general law on personal data protection,restraining data gleaners in different supervision standards,enhancing the transparency of data usage via technological innovation,and taking advantage of third-parties to govern data business transactions.At the same time,this paper also recommends that a special law on personal data protection in targeted advertising should be set up in the future.